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| PET GAZETTE | ADVERTORIAL
THE COMPANY OF ANIMALS
The Company of Animals set to unveil new branding at PATS show
Dog training and behaviour experts, the
Company of Animals, is set to fully unveil its
new branding at the PATS Show Telford in
September 2018.
After the sneak peak at the global Interzoo
Show in May this year, the PATS show will be
the first chance for the wider UK pet trade to
see the Company of Animals’ new branding
and updated packaging for their training
category including Halti and Baskerville
ranges.
There were multiple drivers for
implementing the new branding project
at this time. Key to the success of future
company growth it was recognised that the
pet sector is rapidly evolving with new retail
players entering the petcare category and an
increasing focus on brand and consumer. In
addition pet ownership trends have changed
significantly in the last three to five years and
there is a new millennial consumer in need
of dog training and behaviour products.
The Company of Animals started the
rebranding project back at the start of
2017, with a thorough research program
into the global pet product market. With
the pet category growing year-on-year, the
company felt it important to clearly identify
the product needs and purchase influencers
of contemporary consumers. A usage and
attitude study polled 2,000 dog owners
around the globe to get to the root of their
buying habits.
Working with award-winning strategic
design agency, Springetts, The Company of
Animals were then able to begin developing
the corporate identity of a range of its
training and behaviour brands – Halti,
Baskerville, Pet Corrector and Clix. The new
branding will launch in store in early 2019.
In tandem to the rebranding project
and packaging update project was also
implemented. The goals of this project were
to reduce packaging footprint and remove
unnecessary packaging from Company of
Animals products. The project has removed
over 70 percent of plastic packaging from
the range. The communication on packaging
has also been completely revised to aid
shopper navigation to find the right product
for their dog.
Vicky Benneworth, marketing manager
at The Company of Animals, commented:
“We are already a global player in the
pet industry, and we really want to drive
our presence in the global training and
behaviour category. Refreshing our brand is
instrumental to business growth in the next
decade I am truly proud and inspired by
what the team has achieved with this huge
project and we’re thrilled share this with our
pet trade customers as PATS.”
See the new branding on The Company of
Animals PATS stand number C29
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September 2018