Pet’s personalities

Taktika creative agency developed a new brand identity, brand strategy and advertising campaign about furry personalities for the MasterZoo Ukrainian pet retail brand.

The agency team organized in-depth interviews. It turned out that most people personify their pets, explain their behavior with human emotions and causal relationships. Each dog, cat or parrot is a person for its own person with its own character, which is different from all other dogs, cats and parrots in the world.

Taktka and the MasterZoo team saw an interesting truth in this and wanted to support people in this perception. MasterZoo believes that each pet is an individual with its own personality, preferences and characteristics.

In advertising, what the human imagination draws in its head about its pets, was depicted on the screens.

The design was also updated. The MasterZoo logo was restyled so that the brand did not lose its recognition and did not have to immediately change signs and branding in hundreds of stores throughout Ukraine. In the sign, they compared the thicknesses and made the same pin in the text part, reworking it. This allows the logo to work better at smaller sizes and be more readable on layouts.

The brand’s new identity is largely based on corporate typography.

For MasterZoo, we found a corporate style of illustrations. They are made with a black marker and specially look a little naive, as if they were not made by a professional illustrator, but simply by a person by hand. All of them are slightly different in character, but in the same style. This allows the various designers and illustrators who work with the brand to easily and quickly create a bunch of new drawings. Thanks to their linearity, they are also easy and convenient to place on layouts.

Ads texts:

1.
My cat from the shelter. His name was Mosya there, but I called him Oleg. Because he is a typical Oleg. You know, the kind that drives cars from abroad. And in general, it is recorded differently in everyone’s phone. I think that Oleg would love to sit at karaoke. And in general, he would be able to relax beautifully. Well, he is definitely not Mosya! He is Oleg! That’s how I love him. MasterZoo is a pet store for mustachioed personalities.
2.
My rat’s name is Veni. But she herself would call herself Venus. Because she often looks somewhere in the sky. I think she is into astrology. It was suitable for her to work in an exoteric bench among incense sticks. And if she were a vegetarian and loved to cook, and even more loved to eat. That’s how she is, my rat Veni, and that’s how I love her. MasterZoo is a pet store for mustachioed personalities.
3.
My pug’s name is Lenya. And I often think that if he were a person, he would be some kind of regional manager, but with very high career ambitions. And with the same high bar in romantic matters, he would regularly try to lose his tummy, and it wouldn’t work for him regularly. Although Lenya is not a man, he is definitely a real person. That’s why I love him. MasterZoo is a pet store for mustachioed personalities.