Overview
A foundational visual system created for Animax, a new wholesale distributor of pet food. The project focused on building a bold and high-impact identity designed to support physical retail presence and social media visibility from the start.
Client
Facundo Bueno — Founder, Animax
Team
Independent collaboration
Services
Add-ons: Brand Universe Expansion + Application Kit
Visual Identity Design and Art Direction.
Overview
Context
Animax was a new wholesale pet food distributor preparing to enter the market. The business needed a strong and recognisable presence to begin selling through a physical warehouse and connect with customers online.
From the beginning, the intention was clear: the brand had to feel big, energetic, and impossible to ignore. My role was to turn that ambition into a structured and usable visual system.
Challenge
The Need
At the start, there was only the idea of the business. There was no defined identity and no direction on how to present it visually.
To begin operating and selling confidently, the brand needed clarity. It required a system that could support signage, social media, and day-to-day communication while projecting strength and scale.
Solution
Approach + Execution
The core concept centred on playfulness at scale. The idea was to capture the joy and love we feel for our pets, but expressed in a bold and oversized way. Almost like a huge, friendly dog. Energetic, expressive, and full of presence.
The typography plays a central role in this identity. Bold, heavy letterforms communicate size and impact, while playful details bring movement and personality. Vibrant and contrasting colours reinforce the sense of energy and visibility. Every element was designed to take up space confidently and remain recognisable from a distance.
The system included multiple logo versions, defined colour palettes for print and digital use, and a brand guide to ensure consistent application. Real-life implementations such as store signage, social media templates, and branded shirts helped translate the identity into daily operations.
Outcome
Result + Reflection
Animax launched with a strong and visible presence. The signage clearly marked the warehouse location, and the visual system supported early social media growth, especially during the Covid period when digital communication became essential.
Beyond visibility, the brand gave the business confidence and structure. It provided tools that made it easier to communicate consistently and show up with impact from the beginning.
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