Hogar Animal
Brand identity for Hogar Animal, a new animal grooming business with a very particular approach to caring for animals, putting the animal at the centre of the experience, where every animal feels at home.
Client
Hogar Animal
Service
Branding, Graphic Design
Date
December 10, 2025
Challenge
The client wanted to create a brand identity for Hogar Animal, a new animal grooming business with a very particular approach to caring for animals. When we first met, they knew what was important to them in the way they worked, but they weren't sure how to translate that into a brand or what the identity needed to communicate. Part of my role was therefore to guide them through the branding process, helping them define what made Hogar Animal different and turning those ideas into a clear visual direction. The identity also needed to reflect the friendly and respectful way animals are treated, putting the animal at the centre of the experience. Accessibility was another important principle for the business, so the final identity needed to be clear, welcoming and easy to read for everyone.
Solution
I started by helping the client define the foundations of the brand. Through conversations and a detailed brief, we explored the business, its approach to animal care, the experience they wanted to offer and what they wanted people to feel when interacting with Hogar Animal.
From this process, I identified the key ideas that could guide the visual identity: wellbeing, care and honesty. These became the foundation for the creative direction and helped turn the client’s intuitive understanding of their business into a clear brand concept.
I then moved into brainstorming and initial sketches, exploring different ways to represent the relationship between animals, care and people. Once the first ideas were developed, we reviewed them together with the client and refined the strongest direction.
Typography was a particularly important part of this process. Since accessibility was one of Hogar Animal’s main principles, we carefully refined the lettering to make sure the logo was clear, legible and accessible to a wide range of people, while still retaining a friendly and approachable character.
The final identity focuses on the connection between care and the animal, creating a visual language that feels warm and welcoming without becoming overly decorative or childish.
The result is a brand identity that reflects what Hogar Animal is really about: putting animals first, treating them with care and creating a positive experience built on trust and respect. Finally, Hogar Animal has become where every animal feels at home.
