PARL | Brand Identity & Visual System

The Problem

Parl had no merchandise or custom illustrations to visually represent its brand.
The brand needed a stronger visual identity that could connect with its natural and soft aesthetic.
The existing color direction focused on pastel pink, green, and brown, chosen to represent nature in a gentle, approachable way.
There was an opportunity to turn these colors into a more recognizable and cohesive visual system through illustrations and merchandise.

Research

PARL is a nonprofit animal shelter focused on rescue, adoption, and community support.
The brand centers around animals, compassion, and connection.
There was an opportunity to create a more playful and recognizable visual identity.

Target Audience

Pet adopters and owners
Animal lovers
Local families and community members
Donors, volunteers, and foster families

Competitors

Local animal shelters
Animal rescue organizations
Pet-focused nonprofits

Inspiration

Nature-inspired colors: pastel pink, green, and brown
Animal illustrations to create a friendly and approachable look
Merchandise that allows supporters to connect with the organization beyond the shelter

Concept

Create a soft, playful visual identity inspired by animals and nature.
Use hand-drawn illustrations to give PARL a more personal and approachable feel.
Develop merchandise that allows supporters to connect with and represent PARL.
Use pastel pink, green, and brown to create a warm, natural aesthetic.

Identity
A soft and playful identity inspired by animals and nature.
Hand-drawn illustrations create a friendly and approachable personality.
Pastel pink, green, and brown establish a warm, natural color palette.
The identity extends across merchandise and visual materials to create a cohesive brand.