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At Vetwell, wellness comes first—for pets, pet owners, and the entire team.

The veterinary industry has faced increasing challenges in client satisfaction and employee well-being. The rise of corporate acquisitions has led to a decline in privately owned practices, shifting the focus from compassionate care to profit-driven models that often prioritize upselling over the well-being of animals, their owners, and their veterinary professionals.

Vetwell takes a different approach. Its “wellness for all” philosophy is rooted in the belief that prioritizing both people and pets leads to better health outcomes and fosters a positive, supportive workplace culture—something that’s becoming increasingly rare in the veterinary field. The clinic’s open-concept design ensures that pet owners remain connected with their pets throughout the entire experience, promoting comfort, transparency, and meaningful connections between clients, pets, and the Vetwell team.

challenge.

To distill the essence of Vetwell’s philosophy and create a logo and brand identity that visually communicates this core message.

strategy & solution.

To meet the challenge, Bare developed a custom branding workshop to draw thoughts and insights out of key stakeholders in an effort to get to the core of what they’re trying to build. Through an involved and iterative process, the findings were distilled into their brand Mission, Vision and Values. These brand statements, along with other findings from the workshop and an in-depth analysis of the competitive landscape, went on to inform the logo design and the development of other components of the brand identity.

The final solution centres on wellness, compassion, and approachability. The icon, inspired by a heart shape, contains two ambiguous silhouettes in the positive and negative spaces—one of a dog, the other of a human. The wordmark consists of lowercase, ultra-bold characters to convey friendliness, slightly rounded in their forms to give a softer look and feel.

Beyond the logo and tagline, Bare also designed a series of playful illustrations—featuring animals, trees, and grasses—to be applied to walls throughout the clinic. These illustrations help extend the brand’s light-hearted, welcoming tone into areas that might otherwise feel cold or clinical, creating a warm, cohesive environment throughout the entire space.