Lucy’s Pet Services
Lucy’s is a pet-centered experience that started in 2018 with Lucy’s Veterinary Care founded by Dr. Kathy Baker and her husband DJ Baker. I designed the branding, vehicle wraps, and subsequent “spin-off” brands.
Branding
I created a custom script font for the primary logo – based on pet tail, toenail, and tongue shapes. I used pet characteristics to design the brand symbol and typography. The dog-cat symbol reflects these features, while the typography was created by modifying an existing font to incorporate pet traits.
Large Van Wrap
Once all branding was finalized, I worked with the installer to ensure I designed to his specifications and requirements. They provided a very well organized Adobe Photoshop file that made it easy to adjust the design to the contour of the vans.
Alternative Designs
Here are some additional designs that were considered, but ultimately not chosen. They covered more of the van's surface area, resulting in a higher cost for installation. We felt the simple design above was more practical for multiple vans than a full wrap design option.
Small Van Wrap
After a successful first year, the Bakers added a smaller van to their fleet. Applying the same brand elements to a smaller van was more of a rework than simply resizing the design elements. Design alignment to vehicle seams, handles, and hinges needed to be reconsidered. Ultimately, the smaller van looked liked the little brother of the OG vans. Success!
Large Van Wrap – Grooming
To maintain consistency in the overall brand, I suggested adding a few new colors to the existing palette exclusively for the grooming segment. Also, creating minimal grooming-specific visual elements could help in distinguishing the two businesses. After careful consideration (scissors, bows, electric clippers, bubbles, etc.), we decided to use bubbles as a simple yet inferable visual representation that didn’t compromise the brand identity.
