Reinstating the heart in a vet founded, pet first business.

Veterinary brands are built on authority: white walls, clinical language, and institutional distance.
Petfolk was founded to do the opposite

Built by vets, Petfolk puts emotional care on equal footing with medical care, recognising that trust is as important as treatment. The challenge was to create a brand that didn’t claim warmth, but actively behaved with it.

The new identity repositions veterinary care as a relationship, not a transaction. Inspired by the everyday gestures that define how we care for our pets. The licks, wags, rests, and routines. A system that replaces clinical symbolism with human presence. Typography is grounded, approachable and defined by the characteristics of our pets, colour balances calm reassurance with animal vitality, and illustration focuses on moments of companionship rather than diagnosis.

This approach extends across every touchpoint: from clinic environments and signage to digital content, social language, and merchandising. Each element was designed to reduce anxiety, build familiarity, and make care feel shared rather than prescribed.

The result is a veterinary brand that leads with empathy without losing confidence. Restoring warmth, clarity, and trust to an industry that too often feels intimidating.

Petfolk doesn't just look like care.
It practices it.