A name and identity for Petopia Tail, a pet clinic and shop in Karachi, built around one test: does the tail start wagging before the door opens?
Every pet owner knows the test. If the tail starts wagging before the door opens, it is a good place. If your dog hides under the chair, it is not. For a pet clinic and shop in Karachi, that was the only brief that mattered.So we started with the name. Petopia Tail: a little world built for pets, and the one part of them that never lies about how they feel. It is easy to say, hard to forget, and it sounds more like a place you would take a friend than a place you would take a patient.The wordmark is lettered by hand, round and slightly uneven, like a name written on a collar tag. The paw seal signs off on everything the brand touches, a stamp of approval in the most literal sense. And instead of clinic white, the palette borrows from the animals themselves: soft lavender for calm, warm terracotta for fur in the afternoon sun.From stickers and stamps to a sweatshirt and the Instagram feed, every piece had to pass the same test as the clinic itself. Would it make you smile at the counter?
