Pets at Home
Pets at Home are the UK’s leading pet care business – purpose-driven and putting pets before profit, the Group provides pet owners with everything they need from food, toys, bedding and grooming services, through to first opinion veterinary care.
With the ongoing development of the business offer beyond the UK-wide store and omnichannel Pets at Home brand, to include the Vets4Pets practices and The Groom Room brands, we were asked to rationalise the relationship between the PLC and retail brands.
We developed a new Group plc visual identity to create a separation between the operating brand and retail brands. Referencing both typography and colourways utilised within the retail brands we introduced a new primary colour palette, helping to create a more sophisticated look and feel that didn’t compete with the more vibrant retail brands within the Group.
We defined brand photography to capture people, pets and products with an aesthetic that would enable the business to use their own photography alongside library imagery where required. This pragmatic approach allowed us to use shots of pet owners and pets alongside imagery of their people and customers in retail environments – better showing the total life of a pet owner and how the Pets at Home Group supports them.
To bring the organisations together internally, the Group brought the retail and veterinary brand values together to better reflect working together to provide total pet care. We then developed an illustration style to bring the values to life, showing people from across the business and all pets great and small. We also brought the Annual Report in line with the new Group identity, along with the investor website which we redesigned and built.
Employees, investors and even customers can more clearly differentiate between the Group brand and retail brands. The brand hierarchy better reflects their strategy, allowing the customer-facing brands to work together under the umbrella of the Group, and internally employees are united under core values and the overarching goal to provide pet owners with total pet care.