Sowapi x Gemeos

Creation of the Sowapi brand identity by Gemeos: two creative directions, one selected art direction, a complete graphic system, and its usage guidelines. Sowapi is the pet care super app that brings together pet sitting, health, budget management, and recommendations.

As a web agency for startups, Gemeos designed the branding, communication materials, and presentation screens.

Sowapi Instagram post of a woman with her dog, “Le bon sitter au bon moment,” and “Apporte la laisse” poster

Sowapi: An identity that thrives on social media

Sowapi aims to become the leading pet care super app: find a trusted pet sitter in two minutes, track your pet's health, manage your budget, and chat with Kosia, its AI alter ego. An ambitious promise driven by a simple slogan, "So care, so happy," and a precise target: pet parents who live on their phones and on Instagram. In the pre-seed phase, Sowapi needed a brand that existed before the product, capable of convincing both users and investors.

Gemeos designed the complete identity in five weeks: two creative directions presented via video, one direction selected and then refined with the founders, a graphic system (palette, typography, patterns, photo style, labels, logo) applied to a pitch deck, Instagram posts, and app screens, and a brand guidelines document so the Sowapi team could use it independently.

Industry: Saas; Services
Services: Branding

Sowapi billboard on a metal wall: “Le bon sitter, au bon moment”, dogs and circle pattern on plum background

Branding

The branding work started with two directions, built around the same promise: positioning Sowapi as the benchmark for trusted pet care. The first focused on energy and lifestyle, with a saturated palette, bold condensed typography, and an identity designed for social feeds. The second leaned into a premium signal: signature electric yellow, a mix of italic and regular serif fonts, and hand-drawn illustrations, a direction that works just as well for large-format advertising as it does for digital.

The selected direction

Sowapi chose energy. The direction was then refined over three iterations with the founders: better highlighting the "super app" positioning rather than just pet sitting, showcasing the identity applied within the product and around Kosia, the conversational AI, and lightening the palette by removing the yellow to make room for four bold, clear colors.

Element	System
Palette	Plum #440534 as the dominant color and background, Lavender #A4ABF9 for labels and stats, Green #8DFFAB for headings and key figures, Pink #FF89C2 for stickers and the checkerboard. Three colors at most per visual.
Typographie	Jenko condensed bold, always uppercase, for headings; Geist Regular for body text. Never serif, never italic.
Photographie	Flash lifestyle photos, real people with real animals, to root the brand in pet parents' everyday lives.
Motifs graphiques	A star placed on photos but always under the text, a decorative checkerboard, blob shapes to hold text, frame a photo or act as a mask.
Labels & stickers	Typographic labels (“Booked in 2 min”, “So care”) that punctuate visuals and build a recognizable language on social media.
Logo	Official logo and usage rules: no color change, no effects, no rotation, no distortion, contrast preserved.

A brand tested before delivery

Rather than delivering an abstract style guide, Gemeos applied the system to the assets Sowapi would actually produce: a pitch deck for fundraising (market figures, promise, user journey), a series of Instagram posts and stories, and app screens (sitter search, filters, services, conversation with Kosia) that show the identity within the product. Everything is compiled into a brand guidelines document and a Figma UI Kit, harmonized asset by asset, so the Sowapi team can roll out the identity without depending on a designer.

Laptop showing Figma with Sowapi's "Exploration graphique" page: two rows of moodboard visuals

Research & graphic exploration

Before drawing anything, we had to understand where Sowapi would be competing. The pet care market is saturated with reassuring blues, pastels, and stylized paws: codes that say "animal" but say nothing about the brand. Sowapi arrived with a different ambition, the pet care super app with Kosia, its AI, at the center, and a slogan that already set the tone: "So care, so happy." The first step was to map this territory, spot what everyone else was doing, and identify the spaces still left open.

Two moodboards, two ways to occupy the space

Rather than two variations of the same idea, Gemeos built two intentionally opposing universes, each gathered into a complete moodboard: visual references, palette, typography, photo or illustration style, and tone. Both respond to the same promise, positioning Sowapi as the benchmark for trusted pet care, but through different paths.

Yellow & Bold
Sowapi positions itself as the benchmark for trusted pet care. Electric yellow stands out as the signature color, a unique hue that creates instant recognition in both advertising and digital spaces. The typographic combination of italic and regular serif fonts builds a distinctive editorial voice that conveys both warmth and professionalism. Hand-drawn illustrations accompany the system as a language unique to the brand. The clarity and openness of the visual identity reflect what Kosia promises the user: an intelligent experience that simplifies without ever intimidating. "Your pet in good hands" says it all.
Saturated Palette & Bold Typography
Sowapi fits into the daily lives of pet parents as a familiar and energetic presence. The identity uses a saturated palette and bold condensed typography to ensure immediate recognition in social feeds. Flash lifestyle photography anchors the brand in reality, featuring real people with real pets. The repeating pattern and typographic stickers build a generous communication system that feels right at home on social media. It is a visual energy designed for an app that never stops moving. "Sowapi so care" signals this closeness without ever needing to explain it.