creating an identity for all animals alike

The world of pet retail – treats, food and accessories is saturated with fluffy, plump, over worked imagery which mostly is a mashup of Hello Kitty, Miffy, Teletubbies, Hairy Maclary, tissue box graphics, the Boxing Kangaroo to friendly technical drawing.

Launched in 2012, The Pet Grocer, located in the South Melbourne Market complex, was seeking an alternative; a disrupter, an image and brand reflecting pets and owners that live diverse and individual lives. Centred around key pet motifs and characters, the new brand celebrates that our pets are part of the family and are as individual as we are.

The design thinking, brand, communication and packaging portfolio system was devised to create maximum impact using cost effective and low impact means. The packaging system is catered towards The Pet Grocers in house treat range available on line and in store. The system communicated a fresh and innovative product delivery in the pet sector, underpinned by sustainable and impactful design while ultimately inspiring customers to connect, keep and reuse.

The new Pet Grocer brand has subsequently attracted numerous brand and packaging awards in Oceania and has inspired a whole new generation of pet retailers.

Our design services explored all aspects of the brand – brand position, persona, signing, store experience, story, digital, packaging, event and product development and naming.