Branding & Visual Identity: Serelepet

Branding That Brings Warmth to Every Touchpoint

This project showcases brand strategy and visual identity work, complementing the product design case studies elsewhere in the portfolio.

Serelepet needed a visual identity that would stand out in a crowded pet product market while communicating trust, playfulness, and responsible ownership. Starting from zero, I developed the full brand system, from naming rationale to every touchpoint a customer would interact with.

Lead Designer & Brand Consultant

I led the full branding and visual identity consultancy, from strategic positioning and naming to logo design, color system, typography, iconography, packaging, and digital touchpoints. I was responsible for delivering a cohesive brand system ready for market launch.

Brand Identity

Designed to Delight

The brand system was applied across all customer touchpoints: packaging, stationery, digital surfaces, and in-store materials.

The color palette was chosen to be soft yet joyful, reflecting the warmth and care that pet owners feel for their companions. Pastel corals and greens communicate trust and playfulness without overwhelming the eye.

The logo itself tells a story: the mark is inspired by a dog chasing its own tail, capturing the playful, energetic spirit of the word serelepe (a Brazilian term for someone lively and restless). This playful motion became the brand's signature, appearing across packaging, stickers, and digital touchpoints.