Mike, our Managing Director, deftly steers our business strategy.
He makes sure we stay aligned with our values while constantly pushing the boundaries of what we can achieve. A cocktail of calm expertise with a splash of Negroni-loving charm, he’s the driving force behind our vision.
Rebranding? It’s reimagining what a company truly stands for and making sure that vision connects deeply with both customers and employees.
You’re creating something meaningful, not just new.
At MadFest, I (Mike here!) had the opportunity to hear from Madeline Shaw, Marketing Director at Pets at Home, as she shared insights into their bold and strategic rebrand to ‘Pets.’
It got me thinking – we work with loads of clients facing similar challenges. You know the drill: multiple service areas, business units or sub-brands. Maybe even new product ideas that don’t quite fit the current brand puzzle.
What can we learn from Pets’ transformation? Let’s break it down.
It’s worth treading lightly with rebrands, as they can end up complicating a brand’s entire identity. Pets, however, got it bang on.
As Madeline explained, customer research revealed that while there was strong affection for Pets at Home, there was confusion surrounding the full range of services offered.
She noted that “most people said we were a pet shop – some thought we had a vet in the back somewhere.” So, they stripped it back. One memorable name – Pets.
By streamlining its identity under one umbrella, the Pets name and its service offering clicks instantly for customers.
A key win of this rebrand is how it’s successfully aligned the various sub-businesses – retail, grooming, veterinary services and pet subscriptions – under a cohesive, recognisable identity.
This new identity ensures customers see Pets as more than just a shop – it’s a comprehensive pet care ecosystem.
The rebrand was executed in partnership with branding agency Nomad, who played a key role in developing a unified, flexible brand system.
As Nomad explains in this article from Creative Boom, the previous structure led to a lack of recognition across the various sub-brands.
The new Pets branding serves as a hub for these sub-brands, allowing each section to shine, but still be part of a larger umbrella.
Madeline shared that 25% more customers now see Pets as a complete pet care provider rather than just a pet shop with a veterinary service attached. This shift is invaluable in an industry where trust and credibility matter most.
A great brand isn’t just about the looks. Feelings also play a huge part.
Pets has leaned into this, making their pet care centres more engaging and interactive in the aim to enhance the in-store experience. As Madeline put it, “People really see our stores as a free zoo… a place where the community congregates.”
Nomad helped translate this into a fresh, playful visual identity, complete with a bespoke typeface, ‘Pets Headline,’ designed in collaboration with Colophon. This new typeface balances expression and trust, reinforcing the brand’s credibility while remaining approachable.
However, replicating the emotional connection online is a challenge. That’s why Pets initiated a 12-month digital transformation project, updating its digital touchpoints to replicate the in-store charm.
The focus is to ensure convenience while maintaining the emotional engagement that sets them apart from supermarkets and online-only retailers.
Subscriptions also play a key part in the strategy. Madeline suggested, “A lot of products in pet care are quite commoditised. Customers often grab pet food from supermarkets or Amazon because it’s convenient.”
By enhancing its subscription offerings, Pets is making routine purchases effortless for customers and strengthening long-term loyalty.
The launch of a new brand identity hinges on the strength of the campaign that introduces it – Pets nailed it with a campaign that resonated deeply.
At the centre was a compelling TV ad that captured both the highs and lows of pet ownership. It received a stellar response, earning a 4.8-star rating from System 1, with the 20-second promotional slot achieving a perfect five-star rating.
Madeline explained, “We see a lot of pet brands idealising pet ownership, making it look like it’s all bounding through fields with your dog. But in reality, pet ownership is hard. There are sleepless nights, accidents in the house and vet visits. We wanted to capture that ‘glorious chaos.’”
This authentic, relatable storytelling certainly struck a chord with audiences, reinforcing the brand as one that truly understands and supports pet owners.
Nomad’s work also involved crafting a bold, irreverent brand voice that mirrors the joy of pet ownership. This new tone is consistent across all customer touchpoints, from in-store signage to online content, creating a cohesive and engaging brand experience throughout.
Pets’ rebrand shows how a simple name can make your true value stand out. They’ve brought together all their services into one clear brand, cutting confusion and building trust. Their focus on a seamless customer experience – online and in-store – keeps people coming back. And by rolling it out with a campaign that hits home emotionally, they’ve locked in that loyalty.
We took the same principle Pets used: bringing services together under a clear, simple brand. There was confusion about who The Co-op Credit Union was for and what it offered. So we gave it a new name: The Money Co-op.
Why it worked
By tying all services together under one straightforward name, we removed confusion and made the brand more appealing. Now, more people see that The Money Co-op is an ethical, community-driven alternative for savings and loans.
Curious about our work? Keep exploring.
