Work
Year
Year
2023
2023
Client
Client
Axionix
Axionix
They give you everything. Give them this.
Duration
Duration
5 months
5 months
Location
Location
Amsterdam, NL
Amsterdam, NL
Industry
Industry
Pet Health & Wellness
Pet Health & Wellness
Deliverables
Deliverables
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Axionix is a premium pet wellness brand built around the science of rest, recovery and daily care for dogs. What started as a supplement line for anxious rescue animals evolved into a full brand identity — warm, considered and designed for the owner who treats their dog's wellbeing with the same seriousness as their own.
Axionix is a premium pet wellness brand built around the science of rest, recovery and daily care for dogs. What started as a supplement line for anxious rescue animals evolved into a full brand identity — warm, considered and designed for the owner who treats their dog's wellbeing with the same seriousness as their own.
Designing a Pet Wellness Brand That Takes the Science Seriously Without Losing the Warmth
Designing a Pet Wellness Brand That Takes the Science Seriously Without Losing the Warmth
Axionix was built for a growing segment of pet owners who read ingredient labels, research veterinary studies and treat their dog's health as an ongoing practice rather than an emergency response. The product was already there — a rigorously formulated supplement range targeting sleep quality, joint mobility and daily calm. The brand was not. The brief was to build an identity that held scientific credibility and emotional warmth in equal measure. Too clinical and it loses the love that drives every purchase decision in this category. Too cute and it loses the trust that justifies a premium price point.
Axionix was built for a growing segment of pet owners who read ingredient labels, research veterinary studies and treat their dog's health as an ongoing practice rather than an emergency response. The product was already there — a rigorously formulated supplement range targeting sleep quality, joint mobility and daily calm. The brand was not. The brief was to build an identity that held scientific credibility and emotional warmth in equal measure. Too clinical and it loses the love that drives every purchase decision in this category. Too cute and it loses the trust that justifies a premium price point.
The brand mark — a four-petal form built from rounded interlocking shapes — was designed to suggest both a cross of care and a flower of wellbeing simultaneously. It reads as a badge of trust at small sizes and reveals its organic quality at larger scales, sitting naturally between the precision of a health brand and the softness of a pet brand. The identity was built to live against dark backgrounds — deep charcoal and near-black — which give the brand an elevated, almost apothecary quality that separates it from the bright, playful palette that dominates the pet category. Axionix looks like something you would find in a pharmacy, not a pet shop aisle.
The brand mark — a four-petal form built from rounded interlocking shapes — was designed to suggest both a cross of care and a flower of wellbeing simultaneously. It reads as a badge of trust at small sizes and reveals its organic quality at larger scales, sitting naturally between the precision of a health brand and the softness of a pet brand. The identity was built to live against dark backgrounds — deep charcoal and near-black — which give the brand an elevated, almost apothecary quality that separates it from the bright, playful palette that dominates the pet category. Axionix looks like something you would find in a pharmacy, not a pet shop aisle.
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Feedback
"We had been trying to explain our product through science and nobody was stopping to listen. The sleeping dog campaign changed everything. People tag us in it, share it, save it. Then they read what we do and buy because they already trust us. One image did more than six months of content. We have not looked back."
Laura van den Berg
Co-founder, Axionix
"We had been trying to explain our product through science and nobody was stopping to listen. The sleeping dog campaign changed everything. People tag us in it, share it, save it. Then they read what we do and buy because they already trust us. One image did more than six months of content. We have not looked back."
Laura van den Berg
Co-founder, Axionix
•
Feedback
"We had been trying to explain our product through science and nobody was stopping to listen. The sleeping dog campaign changed everything. People tag us in it, share it, save it. Then they read what we do and buy because they already trust us. One image did more than six months of content. We have not looked back."
Laura van den Berg
Co-founder, Axionix
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