Our pet project for 2018. Giving a leading UK retailer a new brand style and tone of voice…
Pets at Home has over 440 stores in the UK. With such a diverse and comprehensive product range, the view was that their in-store experience had become too busy and cluttered, with lots of product and point-of-sale marketing vying for customers’ attention. Our brief was to reduce in-store marketing content by 30%, whilst creating a more consistent, simple and engaging tone of voice and visual identity. Less messaging. More personality.
Visually, we focussed on bold, simple colours working behind interesting crops of pet imagery. In a store that has such a huge array of packaging in different colours fighting for prominence, this creates a simple backdrop whilst still being bold and playful. The tone of voice contrasts clear, key messages using bold typography, with warm, engaging secondary copy in a humanist, handwritten font.
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