Urban Tails is a new pet store network dedicated to offering top-quality products and creating an inclusive, comfortable, and welcoming space for pets and their “parents.” At Windfor’s, we developed the brand from the ground up, with a strategy and identity system rooted in empathy, care, and community.

What made the process truly special is that almost every team member involved in the project was a pet parent. This personal connection helped craft a brand that intuitively understands the emotional connection between animals and their humans.

A standout visual identity element is a Georgian typeface, specially created for Urban Tails. Each Georgian letter is reimagined through the personality and form of different animals, creating a playful and memorable visual language.

From the logo to the vibrant brand world and a custom photo bank featuring over 50 real pets, every detail was built with love and purpose. Urban Tails stands out not only as a store but as a neighborhood destination that brings joy to every visit.

Credits: 

Client: Urban Tails
Agency: Windfor’s
Executive Creative Director: (Bosco) Beqa Meparishvili
Art Director: (Grase) Luka Makharoblishvili
Senior Graphic Designer: Dato Msakhuradze
Graphic Designer: (Yuki) Keti Shalutashvili
Graphic Designer: Ani Oniani 
Copywriter: (Khamsa) Mariam Koghito Chargazia, 
Digital Copywriter: Gvanca Darsania 
Social Media Manager: (Fluffy) Nino Sybil Gvritishvili

Client Service Director: (Easy) Mariam Gogodze
Lead Strategic Planner: (Yoko) Mariam Chkhaidze
Strategist: (Nushi) Elene Gugushvili
Senior Account Manager: (Micky) Nini Chivadze
Social Media Account Manager: Sopo Shavishvili