PetSmart
brand refresh
PetSmart set out to refresh its visual identity to better reflect the passion and energy of pet lovers. The challenge was to evolve the brand without losing its familiarity, creating a system that felt more playful, expressive, and digitally ready.
The refreshed identity built on PetSmart’s most recognizable asset, the red ball, using it as a foundation for new graphic elements, illustration styles, and typography. Brighter colors and friendlier type helped modernize the system for digital-first use while maintaining a strong connection to the brand’s heritage.
Designed as a flexible toolkit, the system supported the launch of the “Anything for Pets” campaign and scaled across multiple channels and campaigns, bringing consistency and personality to the brand’s expression.