An intelligent pet companion

auddl is an AI pet health companion that knows your specific pet, not pets in general. The founder brought me in to create its identity ahead of launch.

Owners reach for auddl at stressful moments, often late at night and unsure whether something is serious. The brand had to feel calm and trustworthy, and stand out in a category full of generic pet health information. The launch budget meant a focused first phase, so the identity had to be recognisable from day one and ready to grow.

The founder’s six months of research with pet owners surfaced the same two problems: not knowing whether a symptom warranted a vet visit, and not knowing what care would cost. Both are uncertainty about the next step, so the brand’s job was to orient and reassure.

Logo: The “u” is drawn as a looping pet face, so the name and the idea of a companion share one shape. The face can also stand alone as an app icon or favicon.

Colour: Deep teal (#03363A) for trust, mint (#68D7B6) and olive green (#A4BA05) for a calm, natural feel, and warm off-white (#FBF3E3) for softness.

Tagline: “Know what to do next” names the outcome the research pointed to.

The identity is live with the product, with the tagline in use. The app and website were built separately, and the brand has room to grow.