fab vets.

What was the challenge?

With a strong local reputation as Paveley & Day, the Stourbridge-based veterinary practice was ready to evolve, embracing a fresh new identity as Fab Vets.

With a new name in place, they needed a full rebrand to reflect their modern, friendly approach to animal care. The challenge was to develop a visual identity, website, and suite of print materials that would resonate with their loyal client base while appealing to new pet owners. The rebrand needed to feel fresh and approachable, while retaining the professionalism and trust the practice had built over the years.

Logo for Fab Vets with a stylized dog and cat in a circle, and text "FAB VETS" with "WHOLLY INDEPENDENT" below.
Three signs on a brick wall with pet care advice. The first sign emphasizes honesty and great care with a cat illustration. The second sign states independent vets treat pets like family with a duck illustration. The third sign suggests pressing '1' to hold for a friendly dog, Luna, with a rabbit and dog illustrations.
A seamless pattern of hand-drawn illustrated dogs and cats, with dog bones, toys, food bowls, a bathtub, and a house, in a minimalist style with black outlines and orange and beige accents.
Collection of round stickers with a white background, featuring a cartoon dog illustration and the text 'FAB VETS' and 'WHOLELY INDEPENDENT' in black, set against a yellow backdrop.
A tote bag with a yellow cartoon dog, the text 'FAB VETS' and 'WHOLLY INDEPENDENT,' hanging on a black metal railing against a gray wall.

What did we do about it?

We began with an in-depth discovery session with the Fab Vets team to define how they wanted to present themselves moving forward. Using moodboards and strategic direction, we explored different creative routes before developing a new brand identity that felt confident, caring, and full of personality.

A key element of the visual identity was a set of hand-drawn doodles of different pets, a charming and playful addition that brought warmth and relatability to the brand across all touch points. These illustrations helped reinforce Fab Vets' friendly, down-to-earth tone and added a touch of character to both print and digital communications.

Mooch then designed and built a brand-new website on Squarespace, chosen for its ease of use and flexibility for the Fab Vets team. To bring the brand to life beyond digital, we rolled it out across a wide range of marketing collateral including vaccination record cards, handout documents, business cards, car stickers, letterheads, and even bravery certificates. The result is a cohesive, vibrant brand system that reflects Fab Vets’ values and helps build stronger connections with their community.

Creative

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Branding

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Squarespace

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Creative • Branding • Squarespace •

storefront of Fab Vets, a veterinary clinic, with cartoon dog, cat, rabbit, and bird illustrations on the window and sign, a small front porch with a black railing, and a bush in the foreground.
Two open laptops on a yellow background display veterinary clinic websites, one showing pet illustrations and the other featuring images of staff members.
Business cards for FAB VETS, featuring a cartoon dog logo, contact information, and appointment scheduling details.
A woman with glasses and a brown veterinarian uniform with embroidered patches working in a pharmacy or veterinary clinic, reaching for a computer monitor with shelves of medications behind her.

like what you see?

We never stop looking for ways to improve and create more disruptive work, because it’s what makes us thrive as a team.

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