Pets at Home

Giving the leading UK pet retailer a new brand style and tone of voice...

The brief

The Ideas Department was briefed by Pets at Home to review, refine and declutter their in-store customer experience at point-of-sale. With so many brands and own-brand products vying for attention on shelves, Pets at Home wanted their point-of-sale marketing material to assist their customers' buying decisions through clarity of information and cleanliness of design.

The Idea

We undertook an audit of all in-store marketing with the Pets at Home team and created a new brand style for everything from small price tickets on shelves to large format directional point-of-sale, including new colour coding for each of their different pet categories, new photography guidelines and a new tone of voice that gave their brand more warmth and personality. The Ideas Department also created two bespoke brand fonts for Pets at Home named 'Archie' and 'Oscar'!