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A friendly face for Chile’s new pet marketplace

Brand identity for PAWTIO, an online platform that brings many pet stores together in one easy place to look, compare and buy.

  • Brand identity
  • Logo design
  • Visual system
  • E-commerce
Client
Duration
2 months, 2025
Led by
Sowol
Category
Brand identity
The PAWTIO wordmark in ivory outline on dark grey, with a paw in the P, a cat in the A and a dog’s nose in the O.

At a glance

What we did

  • Brand story
  • Wordmark & symbol
  • Colour & typography
  • Pattern & visual elements
  • Packaging
  • Outdoor & vehicle graphics

The challenge

Pet owners in Chile were jumping between different websites to find, compare and buy pet supplies. PAWTIO set out to bring many pet stores together in one simple place.

As a brand-new marketplace, it needed an identity that felt friendly from the very first visit: welcoming to every kind of pet and owner, and clear enough to work as a store.

How we helped

  1. 01

    Built the brand on its name

    Pawtio mixes paw, the cute and friendly feet of pets and their fun side, with patio, the Spanish word for an open yard: an easy-to-reach, shared space drawn from Chile’s warm ways. A place where all kinds of pets can join in, more than just a store.

  2. 02

    Hid the pets in the letters

    The rounded wordmark carries a paw in the P, a cat in the A and a dog’s nose in the O, drawn on an 11-unit grid. A P-with-paw symbol and a “PAW” sub-logo cover the places where the full name doesn’t fit.

  3. 03

    Made it soft, simple and easy to use

    Two colours named after fur, Cotton Ivory (#fffef6) and Dark Grey (#3b3938), a bold title face (Atelia) with Poppins for content, and a pattern of paws, bones and characters that runs from shipping boxes and bags to billboards and delivery trucks.

The PAWTIO wordmark above two fur-textured colour swatches: Pawtio Cotton Ivory #fffef6 and Pawtio Dark Grey #3b3938.
Construction grid of the PAWTIO wordmark, 11 units wide, marking the paw, the cat and the dog.
The PAWTIO pattern of paws, bones and cat shapes, next to the visual elements in filled and outline styles.
PAWTIO shipping boxes printed with the outline pattern, and a glossy mailer bag with large letter shapes.
A PAWTIO billboard against a blue sky: the wordmark, “Paws, Play, PAWTIO.COM” and pattern shapes.
A delivery truck wrapped with an oversized PAWTIO wordmark and the slogan “Paws, Play, PAWTIO.COM”.

The outcome

A complete, ready-to-use identity: logo system, colours, typography, slogan, pattern and applications.

“Paws, Play, Pawtio” sums it up: a fun, inclusive pet hub where animals and owners connect and enjoy, with a friendly face from the first visit to the delivery at the door.

Insights

  • Start from the name.

    Paw plus patio already told the story: a friendly, open place for every pet. The identity only had to show it.

  • Hide the delight in the details.

    A paw, a cat and a dog sit inside the letters, there for anyone who looks twice.

  • Friendly is a system.

    Two soft colours, a rounded wordmark and one pattern carry the same warmth from the website to the delivery truck.

“My experience working with Sowol was so joyful! I contacted him so we can work a brand style book for a project i had in mind. And i have to say, from the beginning to end he asked the right questions, listen carefully and developed concepts and ideas with patience until we arrived to final form. It was smooth, and original!”

Benjamin VasquezMaterlializate Spa