Winners 2023/ Bronze

Project: Pet Head brand revitalisation

Client: Company of Animals

Design: Family (and friends)

Pet Head’s new packaging improved the pet grooming brand’s net promoter score over 400% in the UK and US, well ahead of the 40% increase it was aiming for. 

Having acquired Pet Head in 2016, Company of Animals had ambitions for it to become one of the top pet grooming brands in the world, but sales had stagnated. 

Working with Family (and friends), a rebrand of Pet Head was undertaken to attract a new generation of pet owners. Category analysis and consumer insights informed the creative strategy: the pet products’ design needed to be as holistically appealing to consumers as their own hygiene products.  

The new pack design and visual identity communicate the personality of Pet Head using quality and ethical cues. Sensorial imagery, clear messaging and new product names, and flavour and function orientated colours transmit the brand’s unique attributes, enabling it to stand out on-shelf in a low differentiation category. The iconic bone cap was kept, maintaining some of the provenance, while the revitalisation of the brand design has transformed Pet Head’s image from brash and artificial to luxurious, yet playful.  

The new premium positioning enabled price increases of up to 50% and having aimed for 1,000 new speciality retail listings, Pet Head secured 2,500 globally following the 2021 redesign. In the UK, the brand grew market share 30%, well ahead of its 15% target, and globally revenue has increased 116% year-on-year.