Rebranding: These pet players have recently refreshed their images
Numerous pet businesses have recently modernized their images, including companies in Australia and the UK.
Australian online pet retailer Pet Circle unveiled a logo to accompany its new advertising and discount campaign. The New South Wales-based company says it is trying to create a modern image with a “joyfully quirky” style.
“The redesigned logo, featuring an organic circle inspired by a pet’s nose, incorporates upward-tilting ‘e’s that evoke the joyful expression of a pet looking up at its parent.”
In addition to the new logo, the firm is rolling out a “revamped tone of voice and vibrant visual identity.”
In the UK
Scottish pet food brand Bella & Duke has rebranded itself as ‘Bella + Duke.’ The logo features the plus sign, seemingly suggesting the red cross, which is associated with health and hospitals.
“The original vision of Bella + Duke was always to improve the lives of our pets through good nutrition, but we recognized that wellbeing goes far beyond what’s in their bowl,” says Chief Executive Officer James Sturrock.
The subscription-based health food manufacturer announced the rebrand as an “exciting evolution” in the company, which is set to offer new health services, including training services and veterinary telehealth.
The company’s refreshed brand identity features an updated brandmark, typography and visual assets to strengthen its market presence. The new look will be integrated across its website, packaging and advertising.
“We’re thrilled to be confirmed as the United Kingdom’s most nutritious pet food brand and our bold new creative reflects this as well as allowing our customers to get more out of life with their pets,” concludes Sturrock.
A year of rebrands
Several other major rebranding projects happened throughout 2024. Major European retailer Fressnapf launched a new logo in the spring, replacing its old red and white icon of a cat and dog with an emoji-like dog face over a green background.
The rebrand followed months of work to find a “new font, friendly colors and emotional pictures.”
“The new company-wide logo was the next logical step to take in this rebranding process,” a company spokesperson told GlobalPETS at the time.
In September, the European online pet platform Zooplus made a similar rebrand.
Some companies even changed their names entirely. Swedish company Voff Premium Pet Food relaunched in springtime as The Nutriment Company and US-based manufacturer Radio Systems Corporation became PetSafe Brands.
Share this story:
