Pet Bakery

The Context
Based in County Tyrone, Pet Bakery produces high quality, artisan dog treats in a range of flavours and treat shapes. The company’s products are sold through distribution to supermarkets, pet stores and high-end country stores across Ireland, UK and Europe. They also sell their products online.

The Challenge
After a number of successful years in the market, Pet Bakery started losing market share. This was due to the brand and its packaging being out of date and no longer appealing to consumers. In addition, its product range needed to be reviewed and updated. The Circle team was commissioned in 2019 to create a new brand identity, rebrand the business and create a new brand strategy and direction for roll-out across the company.

Our Approach
Following an initial consultation with the client, the Circle team carried out extensive qualitative and quantitative research inside and outside the organisation, to include staff and distribution stakeholders. This was conducted via desk and online research methodologies including online meetings, face to face meetings, surveys and phone calls. In addition, Circle undertook research across industry best practice globally in Petfood and Pet Treats brand strategy creation.

Our Outputs
Circle successfully fulfilled all the requirements of the brief and we provided the client with a full suite of all assets. This included:
• conducting qualitative and quantitative research inside and outside the organisation
• refining the brand proposition, securing agreement on brand direction, defining the brand strategy for Pet Bakery and creating a strong B2B brand
• producing a fully illustrated and clear brand for stakeholders, internally and externally to use, under one clear and clean brand approach
• producing a series of refreshed, future-proofed concepts for the brand, and a full brand guide for implementation with distributors and suppliers, and within Pet Bakery
• implementing the new brand across a range of carefully selected collateral aligned to brand style and feel, including new Pet treat packaging and touchpoints
• creating a living brand style guide for Pet Bakery
• delivering brand training and a governance model for Pet Bakery staff to take forward and provided brand training to staff

“Since we changed to the refreshed branding, new packaging design and point of sale our sales have increased by more than 100%, we have picked up new distribution in three new countries and have been listed in most UK pet shop chains. We couldn’t have had a better response to the changes and are delighted with how the new designs look.”

Bernard Mackle
Managing Director
Pet Bakery

ClientPet BakeryServicesBranding, Art Direction, Packaging, Exhibition Design

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