brand style guide
table of contents
brand name
Pets Plus Natural
tagline
Helping your pets live happier, healthier, longer lives since 1988.
brand positioning
Pets Plus Natural combines the product selection and expertise of a national pet retailer with the care, trust, and community focus of an independent neighborhood pet store.
Guiding Principle: Customers should feel like they are visiting the most knowledgeable pet lovers in town.
core brand promise
Helping pets live healthier, happier, longer lives through better nutrition, trusted products, and knowledgeable guidance.
our story
Since 1988, Pets Plus Natural has been dedicated to helping pets live healthier, happier lives.
What began as a neighborhood pet store has grown into a trusted resource for pet families who want the best for their animals. While the store has expanded its selection and expertise over the years, its core philosophy has remained the same.
Pets Plus Natural believes that better nutrition, knowledgeable guidance, and genuine care can make a meaningful difference in the lives of pets and the people who love them.
Today the brand combines the product selection and expertise of a national retailer with the warmth and personal service of an independent neighborhood pet store.
The takeaway: We've grown, but we haven't changed. The same values that built this store in 1988 still guide every product we stock and every conversation we have with a pet parent today.
brand personality
we are
we are not
brand archetypes
the caregiver
Helping pets live longer, healthier lives. Every recommendation, every product on our shelves is chosen with care.
the guide
Helping pet parents navigate nutrition and product choices with confidence and clarity.
messaging pillars
Three core themes anchor all Pets Plus Natural communications. Every piece of marketing, signage, and customer interaction should connect back to one or more of these pillars.
better nutrition
We carefully select foods and treats based on ingredient quality, nutritional balance, and safety.
expert guidance
We are a trusted source of knowledge for pet parents navigating nutrition and product choices.
community pet store
We build long-term relationships with pet families and support the local pet community.
messaging themes by pillar
| Pillar | Key Themes | Example Messaging |
|---|---|---|
| Better Nutrition | Ingredient transparency, natural nutrition, quality over trends | "We carry foods we'd trust to feed our own pets." |
| Expert Guidance | Experienced staff, nutrition education, helpful recommendations | "Need help choosing the right food? Our team is here to help." |
| Community Pet Store | Neighborhood store values, long-term trust, customer relationships | "Your neighborhood pet experts since 1988." |
primary logo — horizontal
The primary Pets Plus Natural logo features "PETS [paw] PLUS" in bold red with "NATURAL" in spaced lettering below. This is the preferred logo for most applications including signage, print materials, and digital headers.
primary logo — square format
The square format logo features stacked white type set against the brand red with a paw-print silhouette integrated into the background. Use this version for social media profiles, app icons, and any context that requires a square or compact format.
white logo version
For use on dark backgrounds, photography, or any context where the primary red logo would lack contrast. The white version maintains the same proportions as the primary logo.
standalone paw mark
The paw icon can be used independently as a brand element in social media avatars, favicons, watermarks, and decorative applications. It should never replace the full logo in primary communications.
logo usage guidelines
clear space
Always maintain a minimum clear space around the logo equal to the height of the letter "N" in "NATURAL." No text, graphics, or other visual elements should enter this zone.
Minimum clear space = "N" height
minimum size
To ensure legibility across all applications, the logo should never be reproduced smaller than the following minimum sizes.
incorrect logo usage
Maintaining the integrity of the logo is essential. Never modify the logo in any of the following ways.
- Use approved logo files only
- Maintain correct proportions
- Use on approved background colors
- Keep clear space free of clutter
- Stretch or distort the logo
- Change the logo colors
- Add drop shadows or effects
- Place on busy or low-contrast backgrounds
- Rotate or crop the logo
- Retype or recreate the logo
color palette
primary colors
Red is the heart of the Pets Plus Natural visual identity. It conveys warmth, energy, and passion. Use it boldly.
secondary & neutral colors
color usage guidance
The brand palette primarily uses red and white. Navy serves as a supporting text color for informational content. Below are typical layout patterns.
white text
red headlines
navy body text
white text
Key Rule: White should be used extensively to maintain clarity and readability. Avoid filling every surface with red — let the color breathe.
typography
primary typeface — Montserrat
Montserrat is the primary typeface for all Pets Plus Natural communications. It is clean, modern, and highly legible across print and digital formats.
| Usage | Weight | Style Notes |
|---|---|---|
| Headlines & Headings | Extra Bold (800) / Black (900) | Lowercase preferred for marketing headlines |
| Subheadings | Bold (700) | Use for section labels and supporting headings |
| Body Copy | Regular (400) / Medium (500) | Use for paragraphs, descriptions, and informational text |
heading case style
Pets Plus Natural uses lowercase headlines to create a modern and approachable tone. Avoid title case or all caps for most marketing headlines.
fresh food for healthier pets
Fresh Food For Healthier Pets
FRESH FOOD FOR HEALTHIER PETS
accent typeface — Gochi Hand
Gochi Hand is a playful, handwritten typeface used sparingly for special promotional graphics, particularly collaborations with the sister brand WoofBones. It should never be used for core brand messaging or body text.
Usage Rule: Gochi Hand is reserved for occasional promotional moments only. When in doubt, use Montserrat.
visual style
design principles
All Pets Plus Natural designs should feel clean, friendly, modern, and pet-centered. Simplicity is key — let the brand's warmth and color do the talking.
layout priorities
- Bold color blocks — use the red and white palette confidently
- Generous white space — designs should breathe; avoid clutter
- Clear typography hierarchy — headlines, subheads, and body copy should be immediately distinguishable
photography style
Photography should feel genuine, warm, and pet-focused. Real moments with real pets build trust and emotional connection.
- Use real pets whenever possible
- Prefer natural lighting
- Capture candid moments with animals and pet owners
- Show pets in comfortable, authentic settings
- Use overly staged or generic stock photography
- Apply heavy filters or artificial lighting
- Use images that feel cold or impersonal
- Rely on clip art or cartoon-style pet images for primary content
graphic motifs
When icons or decorative elements are needed, lean into these graphic motifs that reinforce the brand personality.
voice characteristics
voice in practice
The difference between a corporate voice and the Pets Plus Natural voice is warmth and approachability. We speak with pet parents, not at them.
"Our store offers premium natural dog foods."
"Our knowledgeable staff can assist customers."
"We carry foods we'd trust to feed our own pets."
"Need help choosing the right food? We're happy to help."
Quick gut check: Before publishing any copy, ask yourself: "Does this sound like something a helpful friend would say, or something a corporation would say?" If it leans corporate, rewrite it.
retail design system
in-store signage
Signage should prioritize readability and warmth. Red backgrounds with bold, white, lowercase typography create an instantly recognizable and inviting in-store experience.
design characteristics
- Red background with white text
- Montserrat Extra Bold or Black weight
- Lowercase headings
- Minimal clutter — let the message stand on its own
signage example
shelf talkers
Shelf talkers help customers make informed decisions at the point of purchase. They should highlight key product benefits, ingredient quality, and nutrition advantages.
structure
- Headline — benefit-driven, concise
- Short benefit description — 1–2 sentences max
- Brand logo or icon for recognition
shelf talker example
email & digital marketing
email marketing graphics
Email layouts should reinforce the same visual identity used across all other touchpoints. Consistency builds trust and immediate brand recognition in the inbox.
email design standards
- Bold headlines — Montserrat Extra Bold or Black, lowercase
- Clean spacing — generous padding between sections
- Red and white brand palette — primary color scheme for all emails
- Clear visual hierarchy — headline, supporting text, call-to-action
email layout pattern
brand consistency
Before publishing any design, marketing material, or in-store asset, run through this checklist to ensure it meets Pets Plus Natural brand standards.
- Using approved brand colors (Primary Red, Deep Red, Navy, White) only
- Clear space around logos is maintained and free of competing elements
- Montserrat is used as the primary typeface for all text
- Gochi Hand is used only sparingly and only for special promotional moments
- Headlines follow the lowercase convention
- Readability and clarity are prioritized in signage and marketing graphics
- Designs feel clean, uncluttered, and professional
- Photography features real pets in natural, authentic settings
- Messaging aligns with at least one of the three brand pillars
- Tone of voice sounds friendly and approachable, not corporate
quick reference — color values
| Color | HEX | Usage |
|---|---|---|
| Primary Red | #9B1B1F | Primary brand color, backgrounds, headlines |
| Deep Red | #7F1518 | Accents, hover states, depth |
| Navy | #043555 | Body text, informational content |
| White | #FFFFFF | Backgrounds, text on red, breathing room |
quick reference — typography
| Typeface | Weights Used | Role |
|---|---|---|
| Montserrat | Regular, Medium, Bold, Extra Bold, Black | Primary — all communications |
| Gochi Hand | Regular | Accent — occasional promo use only |