Pets
Pets’ best friend. How we helped the UK’s biggest pet retailer develop their ecosystem of sub-brands.
What’s the truth?
From philanthropy and kids to insurance, Pets are on a mission to create a better world for pets and the people who love them. But these new brands, Pets Insurance, Pet Pals and Pets Foundation, are all very different animals. Creativity wasn’t enough, they needed consistency.
How’d we turn it up?
We expanded the Pets brand world, creating Pet Pals, Pets Insurance and Pets Foundation as distinctive brands in their own right, but unmistakably Pets. Clear positioning, engaging creative and connected brand systems bring consistency to the ecosystem without sacrificing individuality. Its Pets, well and truly off the leash.
We went all in on
A petcare insurance brand that you can actually believe in, built on a simple truth that pet owners know all too well: your pet will surprise you, your pet insurance shouldn’t.
A kids club turned illustrated pet universe, complete with the kind of lore you’d sooner expect from a cartoon series. Which means plenty of opportunities for merchandising.
Everything this foundation does is for our two and four-legged heroes. So that’s exactly the perspective we used to frame this sub-brand. It talks action, but it’s got heart too.
"The UK pet insurance sector is crowded with repetitive messaging and sterile aesthetics. As a brand-new entrant backed by the country's leading pet care ecosystem, we refused to build just another companion product. We wanted an independent brand powerhouse, and HOW+HOW delivered: a distinctive voice paired with a striking visual identity, a recognisable logo and bold, vibrant colourways.
"As part of Pets Group, this identity leans on our eco-system, including Pets at Home and Vets for Pets. HOW+HOW didn't just give us an identity. They helped us build a fearless, self-sustaining brand that lets us redefine insurance for UK pet owners.”
Proof of the truth
Credits
