Turning Pets into Georgian Letters - Windfor’s Branding for Urban Tails

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Founded in 2004, Windfor’s is a leading full-service creative agency based in Tbilisi, Georgia. With a reputation for delivering innovative and strategic branding solutions, Windfor’s has been instrumental in shaping the visual identities of numerous brands across various industries. The agency prides itself on its collaborative approach, combining creative vision with market insights to shape compelling brand narratives.

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Urban Tails is an innovative pet care platform entering the Georgian market with a fresh concept that redefines the relationship between pets and their owners. Positioning pets as integral family members, Urban Tails aims to create spaces where animals and their "parents" feel equally comfortable and valued.

Recently, the perception of pet ownership has evolved significantly in Georgia. Pets are increasingly seen as family members, leading to a demand for services that reflect this emotional bond. Urban Tails emerges in this context, aiming to fill the gap in the market for a pet care brand that prioritizes both the emotional and practical needs of pets and their humans.​ By focusing on "pet parents" rather than "owners," Urban Tails aligns itself with contemporary values and societal shifts in pet care.

The Urban Tails project was spearheaded by a talented team at Windfor’s, including Senior Art Director Luka Makharoblishvili, Senior Graphic Designer Dato Msakhuradze, and Graphic Designers Keti Shalutashvili and Ani Oniani. Their collaborative effort brought a fresh and engaging visual identity to the brand.

Windfor’s approached the project with a strategy that carried warmth, modernity, and inclusivity. The visual identity features rounded typography and vibrant colors, creating a sense of friendliness and approachability. Custom illustrations and dynamic layouts further advance the brand's appeal, resonating with a diverse audience.​

One of the most distinctive elements of the brand identity is a specially designed Georgian alphabet.

Each letter has been thoughtfully reimagined to reflect the charm and personality of different animals, creating a visual language that is not only playful and memorable but also emotionally meaningful. This typographic system celebrates the deep, affectionate connection between pets and their humans, turning even the written word into an extension of the brand’s core message.

The branding extends fluidly across various touchpoints, from digital interfaces to physical packaging and spatial design. Consistency in visual storytelling ensures that Urban Tails is instantly recognizable, while the innovative typographic and illustrative elements help set it apart in a crowded marketplace. The result is a brand that feels as vibrant and loving as the community it serves.

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