BRAND IDENTITY
Paw Meds Online
TL;DR
Paws is Refine Pharma’s new pet medication sub-brand aimed at younger, high-income pet owners. I created the brand identity, design system, and key UI layouts—now in development and receiving strong internal approval.
The Brief
Refine Pharma needed a fresh brand to enter the pet medication market. The goal was a friendly, premium identity that stood out in a field dominated by medical, serious competitors, and would resonate with 21–35-year-old pet owners used to polished direct-to-consumer services.
The Process
I ran stakeholder discovery sessions to define scope and tone, then audited competitors to spot gaps in style and positioning. Moodboards and logo concepts explored playful versus traditional directions. After feedback, we selected and refined a bold, tail-inspired wordmark and tested it in mockups. I began building a Figma design system with tokens, variants, and WCAG-compliant colour scales to keep the interface consistent and accessible.
The Solution
I led the full brand development, from discovery sessions and competitor audits to concept exploration. The chosen direction—a bold, playful wordmark with a wagging-tail detail—was refined and tested in real-world mockups. I’m building a scalable Figma design system with accessible colour scales, reusable components, and flexible tokens to support future web, ecommerce, and app touchpoints. Homepage, product pages, and key forms have been designed and signed off by stakeholders.
The Results
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Design system adopted by developers
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Homepage and product flows approved by stakeholders
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Strong internal feedback on brand tone and visual clarity
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Post-launch metrics to be tracked after rollout
Services
Brand identity design, UI/UX design