Prosperity Pet · Brand Principles

01 · Our Brand

Who Prosperity Pet is

A Western Australian supplement brand from the family behind Pet Fresh. Veterinary formulated, Australian made, and built on a simple stance: real outcomes, not exaggerated promises. The brand should always feel calm, credible, and considered, closer to an apothecary label than a pet-shop shelf-shouter. Three ideas sit underneath everything.

Formulated

Veterinary formulated with purpose, not guesswork. Every ingredient serves a clear function, dosed at meaningful levels.

Transparent

Plain-worded formulations you can read and understand. Clean inputs, no unnecessary additives or fillers.

Australian

Made in Western Australia using high-quality, carefully sourced ingredients, from the same family as Pet Fresh.

02 · The Logo

The wordmark, and where it lives

The Prosperity Pet identity is carried by the serif wordmark and the gold-on-charcoal pairing of the packaging. Always use the supplied files; the setting below is indicative only.

Australian Made · Veterinary Formulated · Natural Supplements

Use the supplied files only: the gold-on-black roundel for packaging and dark surfaces, the ink lockup (SVG and PDF masters) for light surfaces and print. All files ship in the brand kit alongside this document. Do not re-set the wordmark yourself.

03 · Clear Space & Size

Give the mark room to breathe

The wordmark works hardest with generous space around it. Keep a margin equal to the height of the capital P clear on all sides: no text, logos, or busy graphics inside that boundary. Never display the wordmark smaller than 120px wide (digital) or 30mm (print); the serif detail is lost below that.

04 · Do's & Don'ts

Keep the mark credible

✓Use supplied files, with clear space, on charcoal or cream.
✓Pair gold with charcoal or cream: the defining combination.
✓Use bronze or ink for brand type on white or light surfaces.

Don't

✗Recolour the gold, or add gradients, shadows, or effects.
✗Set gold type on white: it washes out.
✗Stretch, squash, tilt, or re-set the wordmark in another font.
✗Crowd the mark with claims, starbursts, or badges.

05 · Colour

The palette

Gold is the heart of Prosperity Pet, grounded by deep charcoal and warm cream. It reads premium and calm, never flashy. Flat fills only; no gradients, anywhere.

Brand · gold
Token	Hex	Usage
`--prp-gold`	`#E0BC5E`	Primary brand, accents on charcoal and cream
`--prp-bronze`	`#A98535`	Secondary, brand type on light surfaces
`--prp-umber`	`#614A1A`	Deep accent, rules and borders

Surfaces & ink
Token	Hex	Usage
`--prp-charcoal`	`#1B160F`	Lead dark surface (packaging black)
`--prp-cream`	`#F0E9DC`	Light surface
`--prp-ink`	`#1A1A1A`	Body text on light

Gold · CharcoalThe defining pairing

Bronze · CreamLight surfaces

Gold · WhiteNever: washes out

06 · Typography

Serif voice, sans clarity

Display type is Cormorant Garamond (free on Google Fonts): an elegant serif that carries the apothecary-label feel of the packaging. Body copy is a clean, neutral sans so the science reads plainly.

Restore Your Pet's HealthDisplay · Cormorant Garamond 600 · 48px

Targeted Solutions for Real OutcomesH2 · Cormorant Garamond 600 · 30px

Every ingredient in our formulas serves a clear function.Body · Sans 400 · 16px

Australian Made · Veterinary FormulatedCaps · Sans 700 · 12px

07 · Voice & Tone

How Prosperity Pet sounds

Calm, evidence-led, and plain-spoken. We explain what a formula does and why, then let the outcome speak. Support, never cures: the brand promises to support joint function, digestion, skin, calm behaviour, and oral health, and does not make miracle-cure or disease-treatment claims. Warmth comes from care and clarity, not hype.

Say it like this

"Restore your pet's health, from the inside out."

"Real outcomes, not exaggerated promises."

"Formulated with purpose. Not guesswork."

Never like this

"Miracle formula cures everything!"

"Vet-strength secret blend."

"The ultimate game-changing superfood."

08 · The Range

One outcome per product

Every product is named for the outcome it supports. Lead with the outcome, then the formulation. Keep product names in Title Case, exactly as below.

Joint Function

Supports mobility, cartilage integrity, and joint health.

Raw Essentials

Balances raw diets and home-prepared meals with essential nutrients.

Skin & Digestive Health

Supports gut balance, digestion, and skin condition.

Anxiety & Temperament

Supports calm behaviour and nervous-system balance.

Oral Health

Supports dental hygiene and the oral microbiome.