A new pet store network dedicated not only to offering top-quality products but also to creating an inclusive, comfortable, and welcoming space for pets and their “parents”.

At first glance, Urban Tails feels like a design-led concept store. Look closer, and it reveals something more layered: a brand designed by Windfor’s that treats pets not as a category, but as characters, companions, and cultural participants in everyday life.

Rather than following the familiar pet-retail formula of loud colors and generic cuteness, Urban Tails builds a calm, intelligent visual language—one that respects both animals and the people who care for them. The spaces are conceived as warm environments, almost domestic in tone, where food, hygiene, accessories, and smart tech coexist without visual noise.

One of the most distinctive ideas behind Urban Tails is its reinterpretation of the Georgian alphabet through pet-inspired forms. Cats curl into letters, tails become typographic strokes, and the written language turns playful without losing structure. It’s a clever cultural bridge: local identity translated into a visual system that feels universal.

This alphabet isn’t decoration—it’s a brand device. It appears across information cards, product communication, in-store graphics, and even merchandise, creating a recognisable rhythm that ties everything together. The result is branding that feels both smart and approachable, concept-driven yet emotionally light.

Urban Tails positions itself as a “pet parent shop” rather than a traditional store. This subtle shift matters. The tone of voice is inclusive, friendly, and calm. Icons, illustrations, and copy avoid hierarchy—dogs and cats are treated with equal care, and owners are addressed as part of a shared ecosystem.

Even the graphic compositions reflect this idea. Soft, cloud-like frames, rounded silhouettes, and balanced layouts suggest safety and comfort. Nothing feels rushed. Nothing feels aggressive. It’s retail design that understands atmosphere as part of the product.

What makes Urban Tails especially compelling is how naturally the identity extends beyond physical retail. Tote bags, printed matter, and visual experiments feel less like merch and more like cultural artifacts—objects you’d carry because you like them, not because they advertise something.

This ability to move between space, object, and story is what elevates the project. Urban Tails doesn’t shout about quality or care—it shows it, quietly, through design decisions that feel thoughtful and human.

In a landscape crowded with sameness, Urban Tails proves that pet retail can be intelligent, culturally rooted, and emotionally aware. A place where every tail really does tell a tale—and where design is part of the welcome.

Client: Urban TailsAgency: Windfor’sExecutive Creative Director: (Bosco) Beqa MeparishviliArt Director: (Grase) Luka MakharoblishviliSenior Graphic Designer: Dato MsakhuradzeGraphic Designer: (Yuki) Keti ShalutashviliGraphic Designer: Ani oniani Copywriter: (Khamsa) Mariam Koghito Chargazia, Digital Copywriter: Gvanca Darsania Social Media Manager: (Fluffy) Nino Sybil GvritishviliClien Service Director: (Easy) Mariam gogodzeLead Strategic Planner: (Yoko) Mariam ChkhaidzeStrategist: (Nushi) Elene GugushviliSenior Account Manager: (Micky) Nini ChivadzeSocial Media Account Manager: Sopo Shavishvili