VETERRA – BRANDNEW

SUMMARY

VETERRA

Context:

Farmavet, one of the key players in veterinary services in Romania, needed to realign its brand architecture for this business unit. With this shift, the division was set to launch under a completely new name and identity, one that would unify a national network comprising veterinary pharmacies, pet shops, veterinary clinics, pet care services and even pet hotels.

The brand needed to speak both to urban and rural audiences, ensuring accessibility, relevance and warmth, while staying anchored in its category.

CLIENT:

Farmavet

BRAND:

Veterra

INDUSTRY:

Veterinary Retail

TASK:

Positioning Strategy, Naming, Identity Design

The Brief / The Challenge:

Create a brand from the ground up:

- A new name with clear relevance to the veterinary & pet care category;

- A positioning strategy that reflects the mission of animal wellbeing;

- A flexible visual identity system that can scale across multiple formats and physical locations;

- A clear system, keeping the overall experience coherent and easy to navigate.

The Solution / The Design Concept

We developed Veterra, a name that combines the veterinary core of the business with ‘terra’, evoking nature, variety and a grounded sense of care. It positions the brand as a welcoming space for all animals - a place that understands them and supports their wellbeing.

The Slogan: Everything for animal wellbeing.

The brand identity was built to be modern, approachable and scalable. The logo symbol is inspired by animal ears, stylized in an abstract form to be inclusive of a wide variety of species (from rabbit to dog), creating a warm and recognizable icon.

The identity system includes a consistent wordmark, color palette, fonts, iconography and layout principles to ensure cohesion across the national network.

To support navigation across different service types, we implemented color coding as a simple and intuitive visual language for format differentiation (pharmacy, vet clinic, hotel, pet care).

From signage to communication templates, the identity was designed to be highly adaptable, easy to implement and recognizable at every touchpoint.