Challenge.

In just a few years, BedForPet became a cornerstone of Prague's expatriate community, rescuing street cats and facilitating adoptions with the kind of grassroots warmth that builds genuine loyalty. But its rapid growth came at a cost. The brand had accumulated inconsistencies that made it harder to communicate clearly, harder to build partnerships, and harder to grow beyond the community that already knew it.

Strategy.

We recentered the brand around a single idea: shared joy. A joy that exists in multiple aspects at the different stages of a cat's adoption. From the fulfillment of the volunteers' hard work, the kindness of the fosters, the love from the new parents and the unexpected blissfulness of the newly adopted cats, joy is shared between all. This became the lens for every creative decision that followed.

Identity.

We started by deconstructing the logo, not to simplify it, but to give it range to navigate across institutional and informal situations. The rounded forms that emerged set the visual logic for everything that followed: the mascots, the illustration style, the warmth of the palette. The broad color palette reflects each way we can participate in sharing joy: adopting, fostering, learning, volunteering, and donating. The result is a system that feels coherent whether it's on an institutional memo or a cat toy.

Application.

We marked the launch of the new identity with a meet & greet at VNITROBLOK, a café located in the Holešovice neighborhood of Prague. We revamped key digital and print touchpoints to serve the full journey, from first contact to adoption day. For this, we collaborated with an illustrator to prepare postcards, and a seamstress to create a cat toy in the shape of our new mascot.

Outcome.