Exavet
A veterinary lab for the "extended family" — carrying a healthcare group’s standards to the family’s pets
Regina Maria, one of Romania’s leading private healthcare groups, saw an opportunity in a shift the pandemic had accelerated: as people spent more time at home with their pets, the animal moved firmly into the family, and pet healthcare began to be held to the standards people expect for themselves. The group decided to extend its own promise of medical excellence into that space, investing in a chain of veterinary diagnostic labs — and asked Brandient to create the brand.
The strategic task was to carry Regina Maria’s standing across the species line. Whatever the new venture was called, it had to signal the same things the parent is trusted for — advanced technology, rigorous protocols, clinical excellence and leadership — now in service of the family’s animals. The name Exavet was built to do exactly that: a veterinary brand that reads as expert and exacting, positioned for the "extended family" of pets that a modern household treats as its own.
The identity made the science both visible and warm. Its building block is the particle — stylized droplets of blood, cells and compounds, the raw material of diagnostics — rendered as a set of versatile, colored elements that fuse together to form the silhouette of a dog or a cat. A laboratory’s substance becomes an affectionate mark: rigorous underneath, and unmistakably about the animals it serves. The system is flexible and easy to apply, giving a new healthcare brand a distinctive, ownable world from day one.
Client:
Regina Maria
Industry:
Healthcare Services
Project type:
New brand creation
Date:
2022
Services:
Brand Positioning, Brand Name, Narratives and Voice, Corporate ID Program, Logo and Visual Identity Program
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