Creating a pet brand with personality

Pets at Home

Truth

Pets at Home approached us to create a brand proposition and identity that would help them stand out in competitive edge-of-town retail parks. They needed a brand that would balance value and experience with character and personality; one that would position Pets at Home as a specialist to regain the market share they had been losing to supermarket chains.

Change

We defined a new proposition and identity that put the love of pets at the heart of the brand. By introducing a friendly and reliable tone of voice to in-store communications, we opened a dialogue with conscientious pet-owners, and cemented Pets at Home as a trusted specialist with an experience that was well worth the extra trip. We created a distinguished new identity using vibrant natural colourways, and established an iconic photography style to support a more emotional and inspirational brand experience.

Success

+ UK roll out to 300+ stores
+ Raynes Park Flagship, Retail Week Speciality Retailer of the Year, 2010
+ Helped increase the value of the business. (Bridgepoint bought Pets at Home in 2004 for £240m. KKR bought Pets at Home for £955m in 2010.)
+ A brand designed for longevity. Pets at Home is now one of the most recognised and loved brands in out of town retail parks