Pet insurer Pumpkin sniffs out a new energetic brand identity

The pet insurance brand aims to ensure all owners can afford the care their animals need. Pumpkin partnered with London-based creative design agency Kuba & Friends to create a new identity and tone of voice that align with the unapologetic devotion of pet parents.

As of 2024, a study showed that less that 2% of pets in the US were insured. Pumpkin has become one of the fastest-growing pet insurance and wellness brands in the US. The rebrand furthers its reach with an engaging identity featuring bright colours, lively photography and unique illustrations.

The colour scheme uses playful names for colours like ‘Tennis Ball’ for a vivid chartreuse, ‘Scrubs’ for light and dark blue, ‘Snout’ for black and ‘Claws’ for off-white. Bold lettering in its unique ‘Pumpkin Serif’ font, modified from Nib, adds to the energetic tone of voice the brand aims to convey. Photographs feature dogs and cats in motion. Ears held up by a doctor and teeth exposed for a checkup create interesting visuals while remaining professional.

Illustrations were created by Pumkin’s in-house designer, Ashley Turcheck, showing the softness and warmth of pet ownership. They depict moments like owners lovingly holding their pet, a dog playing with the ‘N’ from the Pumpkin logo and a flustered cat wearing a cone.

"K&F challenged our defaults, sharpened our strategy, and stretched us into creative territories we wouldn’t have explored on our own,” says Molly Shaw, creative director at Pumpkin. “They infused humour, emotion and modern realness into our voice and built a bold, distinctive visual world for our breed of pet parents — the kind who truly love and care for their pets as children.”