Pets at Home

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.

The Idea

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. 


Un.Titled Studio
Astor Road
M50 1BB

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