Rebranding: Fressnapf updates image as part of omnichannel approach

German pet retailer Fressnapf has updated its brand identity with a new logo, replacing the previous cat and dog food bowl logo with a petmoji of a smiling animal’s face. 

The refresh after 34 years visually combines happiness as the company’s brand essence with a contemporary design. 

Matthias Bauer, Senior Vice President of Customer Experience, says the new logo reflects the “right mix” of proximity, trust and ease that the retailer aims to create in the shopping experience.

The change, which took 3 years to design, highlights Fressnapf and Maxi Zoo’s strategic transformation from a product-focused provider to an omnichannel one. 

Ongoing work

The redesign started in 2022, when the retailer rolled out new design elements such as a “new font, friendly colors and emotional pictures” both online and at its points of sale.

“The new company-wide logo was the next logical step to take in this rebranding process,” a company spokesperson admits to GlobalPETS.

Fressnapf has also launched a campaign called ‘Happiness’ in 11 countries, offering a behind-the-scenes experience of Fressnapf salons and its existing app-based customer loyalty program called Friends to provide a human touch to their consumer experience. 

According to the company, the program is now present in 6 countries—Germany, France, Poland, Austria, Belgium and Switzerland—and has over 6.6 million users. GlobalPETS learned that it will soon be expanded to other countries. 

Expansion plans

The firm says it wants to focus this year on operational excellence, customer acquisition, loyalty and its omnichannel strategy. 

GlobalPETS learned that Fressnapf plans to increase its pan-European footprint. The Germany-headquartered retailer will mark Slovenia as its 15th country this year after the recent expansion into the Netherlands with the acquisition of Jumper. 

“The stores are the physical interface to the ecosystem, seamlessly connecting the offline and online worlds of Fressnapf l Maxi Zoo without any competition between the channels,” the company says.

Fressnapf and Maxi Zoo have a budget of over €500 million for investments over the next 3 years. One of these is a 72,000-square-meter logistics center in the German city of Nörvenich, which is currently under construction and aims to optimize the retailer’s supply chain.