Pets at Home is a British pet supplies retailer selling pet products including food, toys, bedding, medication, accessories and pets. Founded in 1991, the company operates 453 stores across the UK, as well as an online store.

How do you redesign an own brand for a store with hundreds of products that need to appeal to pet owners of numerous animal types? How do you redesign an own brand to truly put pets at the heart and communicate the core brand value “We’re better with pets”? How do you redesign an own brand to better emulate the unique in-store experience – practical and fun?

A key challenge was to improve standout and navigation across the portfolio; positioning the brand as a trusted advisor without losing emotional appeal.

Our design solution provides the brand with a clear, dedicated space on the pack; centre stage and linked to an on-brand square holding device. The more coherent hierarchy of information is supported by new iconography, ensuring features and benefits are distinctive.

For enhanced visual impact and improved navigation, we championed the relevant breeds and ages of pets on pack, further supported by a bold colour coding system. Our design strategy brings consistency across the portfolio for additional ease of navigation not only on pack but also in store.

The far more structured, confident and bold design strategy provides the brand with elevated credibility whilst maintaining an emotional connection with consumers via the playful pet photography and inclusive animal silhouettes on the side of the pack.

The result is a recognisable and cohesive design that captures the brand’s expertise and love of pets.

Working with the brand team on the initial strategy, moving into identity design, looking at tone of voice, packaging design and visualisation, we then supported the brand through artwork and production, developing a set of guidelines and a brand book in aid of effective future brand and design management.