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Joii

Disrupting petcare with a softer side to science

Brand Identity, Brand Strategy, Naming, Digital Activation

Born Ugly Joii petcare vet AI branding cat dog heart animation

130,000

Pets registered in the first 18 months

Vet bills are on the rise and fewer pet owners are able to afford healthcare leading to a rise in animal welfare issues. The VET-AI team approached us with the idea of a mobile app that would turn the tired world of pet healthcare on its head. The brand we created fosters a closer connection between you, your pet and professional vets, exactly when you need it most. We made pet healthcare a softer science.

Born Ugly Joii petcare vet AI branding logo app illustration cat

The Challenge

Take a unique idea, beyond a unique idea

With vet bills on the rise and fewer pet owners being able to afford healthcare leading to a rise in animal welfare issues, the VET-AI team wanted a mobile app that would disrupt the way in which pets are cared for. Using AI and decision-making algorithms the app recommends treatments and gives online consultations with qualified vets when you need it at a low price. To take this beyond an idea, they needed a brand strategy, a name and visual identity system to work across all of their channels.

AI and decision-makings algorithms needed some emotional engagement

to bring joy back to
owners, pets and vets

The Strategy

From vets to pets, the most fulfilling relationships are the closest. Caring means doing whatever you can to ensure your loved ones are happy and healthy – especially your pets. We’ve created a brand that puts you in control, creating a closer connection between you, your pet and professional vets, right when you need it most.

Born Ugly Joii petcare vet AI branding logo app illustration

The Design

A comforting support for pets and owners

The current market of vet brands felt sterile and formulaic. We wanted to bring a sense of humanity and reflect a softer science. Our assets needed to be easy to understand and tell the story of togetherness. We used the ‘J’ as a cradle to support our pet characters and the dots on our ‘i’s’ represent the partnership between pet owners and vets.

Born Ugly Joii petcare vet AI branding app website design

Using a vibrant colour strategy and mascots with names and mannerisms

ground breaking science
is made accessible

Born Ugly Joii petcare vet AI branding app website

The Impact

130,000 pets registered in the first 18 months

“We now have a distinct and compelling brand story, and stand in a completely different space to anyone else in our industry. Our assets are iconic and memorable, allowing us to build emotional engagement across all our digital channels. We’ve found true partners who were fully engaged with our cause.”

Paul Hallett
Co-founder, Joii

Born Ugly Joii petcare vet AI branding app
Born Ugly Joii petcare vet AI branding app ui design

Let’s create something
extraordinary

Find out how we can help you breakthrough and do the unexpected.