ZOO Planet

Industry ®

Animal Welfare / Non-profit

Scope of work

Branding, Print, Web Design & Social Media

Deliverables

Brand identity, print & merch, two websites, social content

ZOO Planet brand identity

The Brief

ZOO Planet is an animal shelter and association in Niš that cares for abandoned and injured animals, and relies on donations to provide them with shelter, food and veterinary care. They needed more than a logo: a complete visual identity that moves people from sympathy to action, through virtual adoption of the shelter's animals and downloadable stickers with their faces, supported by a clear brand across print, web and social media.

Instead of an appeal built on pity, the goal was to show each animal as a character, with its own past, habits, quirks and personality, so that supporters fall in love before they donate. Every animal needed to feel like a friend rather than a victim, and every touchpoint, from a billboard to a sticker in a chat, had to invite the same simple action: adopt virtually, donate, and spread the word.

ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity

Design Process

We designed the full brand, from the logo to the websites, print and social media, as one connected system built around real animal stories.

A generative logo, based on a hand-drawn horse, produces many consistent variations. Halftone and overprint photography, bold lettering and a palette of cream, deep green, fresh green and orange (reserved for calls to action) give the identity a warm, natural and energetic feel. The system runs across two websites, stickers, badges, merch, motion posters and social posts. The logo starts from a hand-drawn horse and generates a whole family of animal heads, so each animal can have its own mark while the identity stays recognisable. Websites for virtual adoption and sticker downloads give supporters a simple, friendly path to donate, while print pieces and merchandise carry the same bold lettering and warm colours into the real world.

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Core colours

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Disciplines

ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity
ZOO Planet brand identity

Final Outcome

ZOO Planet now has a flexible, emotional identity across every touchpoint, and a clear path for supporters to adopt virtually or donate, turning a one-way appeal into a relationship between people and animals. The brand can grow with every new animal that arrives at the shelter, and with every new campaign that tells their story.

From the website to the sticker on a laptop, from the billboard to the badge on a jacket, every piece speaks the same visual language, so people recognise ZOO Planet wherever they meet it and remember the animals behind it.