Invet Group Branding by Dati Kopadze

Dati Kopadze brand / motion designer based in Tbilisi, Georgia. Experimenting with various mediums such as branding, typography, motion design, web concepts, and other creative directions. A recurring theme in his personal works is the way older generations pass on their passions to younger ones. This exploration has taken shape through a range of projects, including his graduation project, "Before Your Very Eyes" - an artist's book that brings together the ideas he explored throughout his years at VA[A]DS.

For 25 years, Invet has worked to build Georgia’s agricultural industry. That legacy shaped the hardest part of the strategy. The people behind Invet carry real responsibility for how the industry grows and moves forward in Georgia. The new identity had to carry that responsibility too.

The project covered a strategic and visual refresh of the master brand, Invet, and its two sub-brands: Invet Zoo, a pet care marketplace, and Invet Feed, a farm animal feed producer.

The strategy is built to fight four enemies, each with its own weapon:

Superficiality. Weapon: care. Narrowness. Weapon: versatility. Chaos. Weapon: responsibility. Complacency. Weapon: calm authority.

These weapons became the brand’s values, and the visual identity had to express them.

The main challenge was to bring INVET Group and its sub-brands, each with a distinct character and identity, under one visual system while preserving their individuality. The solution was to develop a unified brand architecture that shows a clear visual connection between INVET Group, INVET Feed, and INVET Zoo, while allowing each brand to maintain its own recognizable identity.

Beyond the logotypes, a key element of the rebranding was the development of an iconography system, helping audiences easily differentiate INVET Feed from INVET Zoo. A consistent approach to all design elements strengthens the relationship between the three brands, creating recognizable identity across different applications and communication channels.

Strategy / Brand manager - Saba Lekiashvili

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