Tappi

Tappy is a pet toy and accessories brand covering everything a cat or dog could ever want: balls, chew toys, carriers, clothes, catnip goods, and much more. With 50+ SKUs spanning multiple product categories, Tappy was built to live inside the Petshop Group ecosystem and serve as the go-to affordable option for pet owners who refuse to choose between budget and fun.

As Art Director leading the in-house team, I covered the full brand build: naming, strategy, brand world, tone of voice, visual identity, logotype, packaging, and print patterns across the entire range.

The economy pet segment is loud, crowded, and almost impossible to stand out in. Most affordable brands either look cheap and know it, or try to imitate premium and fail in the middle. Neither builds loyalty. The brief pointed in one clear direction: the brand had to be genuinely, boldly, unapologetically fun, the kind of fun that makes a child feel like they've discovered a new universe, and makes an adult pick something up just to look at it more closely.

Everything started with the name. Tappi isn't just a brand name... it's a place. The world of Tappi is where pets play, roam freely, and live entirely on their own terms. Building a world rather than just a logo meant every product had a universe to belong to.

The brand tagline "Tappy: adventures at every step" set the tone from the very first touchpoint. It wasn't a product promise. It was an invitation.

The copy carried this world-building into every surface. Lines like "tested on sharp teeth, claws, and the fashion police"and "if you're the captain, your pet is the navigator — let's go" gave the brand a voice that felt alive, not written. Playful without being silly. Affordable without feeling cheap.

Brand strategy came first, and it was intentionally singular: the one thing Tappy needed to own was play.

Tone of voice was developed as carefully as the visual identity.

Tappi speaks the way adventure feels: warm, quick, a little cheeky, and always on the pet's side. The brand acknowledges that pets have personalities, and it takes those personalities seriously. Products weren't just organized by category, they were matched to pet characters: the active explorer, the lazy homebody, the born hunter, the romantic, the true weirdo.

Every pet owner could find their pet in there. And that's exactly the kind of brand that earns a second purchase.
Packaging was designed for the realities of online retail — bold header cards that read instantly at thumbnail size, character placement that makes each SKU feel alive, and a color logic that helps shoppers navigate across categories without losing the brand's energy for a single second.

The visual heart of Tappi is its cast of geometric creatures: abstract, expressive characters with bold shapes and wide eyes. They don't belong to any specific species. They belong to Tappi.

Colors were chosen to do the heavy lifting on shelf. Deep, saturated brights magenta, cobalt, orange, lime, stacked against each other in ways that generate instant energy.

The pattern system extended the identity across every touchpoint. Prints, packaging surfaces, carrier bags, and swing tags all carried the same Tappi world, so even a simple rubber ball felt like part of something bigger.

Tappy launched exclusively through Petshop Group's online platform and retail network. A brand built entirely around fun turned out to be a very serious commercial asset.

With a scalable identity system in place, from character design to tone of voice guidelines, new SKUs could be introduced across categories without losing consistency, giving the business the creative infrastructure to grow as fast as its product ambitions demanded.

Sonya Mudvex | Art Direction, Copywriter
Daria Schevirenkova | Designer