My Role: Brand Designer
Skills: Branding, Mockup
Tools Used: Illustrator, InDesign, Canva
Work Hours: 46 (2025)
About Amica
Mission Statement
AMICA focuses on providing grooming services for all kinds of pets, which include not only cats and dogs, but also reptiles, birds, and many more. This will make grooming accessible to all pet owners and especially new ones, who need help with grooming and finding the right products. Owners can sit-in and learn how to groom their pet along with some tips and tricks.
Brand Promise
Our promise is to always provide a friendly and joyful experience for pets that come to the store for grooming and to make grooming accessibility to all kinds of pets. While doing so, we also promise to educate pet owners on how to give a basic groom to their pet without any additional cost.
Brand Voice
AMICA’s brand voice is friendly, fun, and reasuring. We want all pet parents to feel the friendly and safe aspect of the brand.
Business Name & Tagline
AMICA means “friend” in Latin. People are also familiar with the word “Ami,” which is the prefix of many words in different languages that mean “friend.” Such as amigo (Spanish), ami (French), and amico (Italian).
The tagline for AMICA is “Groomer + Friend + Fun = AMICA” to support the brand voice of friendly and fun.
Logo Design
Logo Do’s & Don’t’s
For primary logo, the guide lines shown in the example are to be followed. There should be proper distribution of spacing between the company name and tagline, and then in between the text and emblem. Make sure the tagline width is equal to the company name width. The colors should remain the same, with only the dark blue varitation as the only other variation for the primary logo.
Do not change the spacing in-between them, misalign them, or misplace them. Do not change the spacing ratio.
Dynamic Element
Whenever the business website is loaded, there will be logo variation, just as shown below.
The color of the company name will change with the color of the shape. The tagline will only change color when the company name is the same color.
These variation will also be used as ID tags for pets and staff.
Colour Palette
Typography
Business Card
Website Landing Page
For the website, there are fun elements on the website the pop up. Like the pets. Variations of the logo.
ID Pet Tags
The ID Pet Tags are for groomers, who would use it to get to know the pet and their needs during the grooming process.
Building Signage
Lauch Campaign Branding
Concept
The concept is to have a week long event, where pets can come outside and get dirty, and the company will have mobile pet wash stations and groomers on-site. The locations will change every other day across Ontario.
The pets will be in a fenced area for safety and will be seperated per kind, size, or request. There will be a sandbox and mud slides. Pet owners can join the fun too. There will also be a photo booth for the before and after grooming sessions.
Concept: GET MESSY & HAVE FUN
Billboard Advertisement
Standing Banner
Social Media Reel
Motion Graphic
Key Takeaways
While working on this project, I had the ability to learn how to brand from scratch, creatively thinking about the brand voice and position, making a logo that works for the business, develop the branding, making adverts while maintaining the brand guides, and creating a brand book.
Next Steps
If I had more time to work on this project, I would like to explore more ways to make the brand book more comprehensive, consistent, and more visually pleasing. I would also want to work on refining the motion graphic to make it more attractive and polish my skills with it.
