Caring for all breeds & needs
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
The Brief
We’ve grown phenomenally over the last 4 years as a ‘functional’ dog food brand, so much so that we’ve now outgrown our function. Can you help us find our place in the pet world again?
The Insight
In a world of conflicting nutritional advice and choice paralysis, we want to be reassured we’re doing right by our pets. So we need brands that showcase the positive, emotional impact they have beyond just the functional health benefits.
The idea
For all breeds & needs
A partner in pet care, not a preacher, Pooch & Mutt give every dog and owner what they genuinely need, because they genuinely care. So ‘For all breeds & needs’ goes against the definitive ‘right and wrong’ language common in the category. Instead, by embracing the nuances of pet ownership, it positions the brand as an expert to help customers navigate every stage of their pet’s life.
Unfiltered, documentary-style photography over ‘pixel-perfect’ studio shots balances cutesy charm with the imperfect reality of living with a dog.
The confident soft serif wordmark with the primary colour palette of navy and cream create a contemporary, premium feel, distancing Pooch & Mutt from their previous clinical aesthetic.
A suite of new charming illustrations, including a reimagining of the previous ‘Patch’ mascot and new ‘Penny Pooch’, now represent a whole pack of different breeds in different scenarios.
The structured, yet flexible, new packaging architecture unites all Pooch & Mutt products under the same system, while allowing for range colours and illustrations to communicate flavour or product benefit.
For the verbal expression, Pooch & Mutt takes on the role of an ‘emotional support animal’ – experienced, transparent, and empathetic. With irreverent humour, the messaging celebrates the twists and turns of pet ownership.
“There are lots of pet peeves in the world of pet care, and one of the biggest is being told there’s only one right answer – even though every brand seems to have a different opinion on what ‘right’ is. Pooch & Mutt isn’t here to preach one singular revelation; it empowers owners to find what’s right for them and their pet at that time, whilst knowing that can change down the line."
Chloe
Creative Strategist
Product photography is fresh and real, rather than overly staged, to showcase the quality natural ingredients and reflect the loose, hand-drawn brand patterns.
Every dog has its quirks. So now, by establishing a clear style for motion and accompanying guidelines, the personality of each characterful canine can be brought to life in many different ways across the digital brand world.
"The refreshed look and clearer positioning is already helping us reach a broader audience and making it easier for customers to understand how our ranges fit their dog’s needs. It’s a brand world that gives us the flexibility to grow into new categories and services while staying true to what Pooch & Mutt has always stood for.”
Paul Dennison
CEO, Pooch & Mutt
