Pets at Home:
Reasserting top dog status.

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With over 450 stores across the UK, Pets at Home are without a doubt the nation’s biggest petcare brand.

Over the years they’ve helped pet owners be their best by adding a host of services including veterinary care, grooming, insurance, and a foundation that helps pets in need. They are the undisputed top dog of what they do.

Although their world of petcare brands have grown in reputation over the years, they have also grown apart in recognition. The varied identities, naming and brand experience created confusion, and a lack of recognition back to the master brand.

We delivered
Brand strategy and positioning — Brand architecture — Visual identity — Brand toolkit — Messaging framework — Communications design.

A world beyond the home.

Previously Pets at Home was made from a group of sub brands, sister companies and services. Although part of the same family with the same strong values, the varied identities, naming and brand experience created no recognition back to the primary Pets at Home brand.

The new structure unites everything through ‘Pets’, a brand name whose simplicity is its superpower and doubles down on its purpose of always doing what is best for pets and pet owners. The new Pets logo serves as an anchor point for the world of sub brands to power up from, creating a team of brands that are stronger together..

Endless ways to make you smile.

Continuing the bold and playful forms of the logo, the graphic system allows for flexibility across the size and scope of the ‘Pets’ brand world.

“Our vision was clear and Tammaro & Partners have been the perfect collaborators to help us realise and drive our ambition. Their strength lies in developing insightful strategic thinking which is executed brilliantly. I’m proud to say we have a truly outstanding visual identity system which modernises our brand and creates pure moments of joy that will connect with our customers.”