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

A brand rejuvenation designed to elevate expression and reconnect every touchpoint — from social and web to the experience inside every clinic.

Petfolk has always been built on genuine care: vets who lead with compassion, teams who put pets first, and clinics designed to feel welcoming rather than clinical. The brand needed an identity that carried that same warmth, clarity and confidence, something that felt modern yet deeply human.

Born from the playful personality of our pets, the new identity captures the licks, flicks, wags and wiggles that define the relationships we cherish most. A colour system that balances the vibrancy of our animals with the calm reassurance of the folks who look after them. A typographic voice shaped from the brand’s spirit: friendly, grounded and easy to trust.

Each element crafted to bring comfort, joy and clarity to the moments that matter. A brand world built to reassure even the most worrisome pet parent. Expressive enough to delight, empathetic enough to put people at ease, and unified across every digital and physical touchpoint.