Derek&Eric and Kuba & Friends rebrand Pet Lab Co

Jul 7

The studios aimed to build an identity based on the emotional connection between owners and their pets with a squeezed logo like “when you give your dog a cuddle”.

Derek&Eric has partnered with Kuba & Friends to rebrand pet supplement company Pet Lab Co incorporating a wordmark that adapts with photography and “playful” continuous line drawings.

Chris Masanto started Pet Lab Co after losing his dog Krystal, who suffered a lot of arthritic pain in the last years of her life.

He thought about what he could have done more to support her health and founded Pet Lab Co to help other pet owners. The e-commerce company is owned by pet owners and uses science-backed nutrition research to provide supplements for pets.

While Pet Lab Co’s previous branding “felt quality” says Derek&Eric creative partner Adam Swan, it was “passive, too serious, and lacked emotional warmth”. It didn’t resonate with Masanto’s story or “speak to the way people love their pets”, he adds.