What is PetFirst?

Pet insurance that lets you build the cover you want and can afford. Protect your pet in in minutes with customizable plans starting from R99/month.

The team at Black Cygnet Life were among the first to introduce pet insurance to the South African market and needed a brand that would resonate with devoted “pet parents” while remaining clear, approachable, and easy to use.

Simplicity was key.

Insurance is often made unnecessarily complex, so the focus was on clarity and transparency. The experience was designed to show users exactly what they are getting, using bold colour, friendly illustration, and a straightforward interface. The resulting brand voice is warm, helpful, and direct, with a light touch of humour.

Home page - hero section

Logo constraints

A snippet from the brand guide

Colour breakdown

A snippet from the brand guide

A selection of illustrations

Informational marketing

'How to' promotional brochures

The process. In 8 easy steps.

Step 1 of the pet creation flow