Pets at Home, the UK’s leading pet care business, has unveiled its first location to receive an extensive refurbishment following the launch of its new identity.
The new brand is the next move in the business’ ambition to cement itself as the one-stop destination for all pet care needs, from grooming to veterinary services, dedicated to making life better for pets and the people who love them.
Its veterinary business will evolve to Vets for Pets, formerly Vets4Pets, while its grooming service will now be known as Pets Grooming.
The new brand will be rolled-out across the full 450 plus store estate, starting with four pilot stores around the UK, the first of which is the Pets at Home pet care centre at Leeds Birstall.
The project saw Pets at Home team up with brand and experience agency Household to bring the branding to life in its physical store locations.
With the various Pets at Homes offers unified under the Pets master brand, Household created a blueprint for integration within the retail experience to coincide with the digital launch.
A new customer experience journey was built for the Vets for Pets and Grooming offers that championed the warmth and care of the expert teams in a calming, professional space designed for both pet and pet owner.
Translating the brand into the retail experience, Household established an environmental brand palette alongside principles for wayfinding and retail communications. This formed a visual umbrella that connects the breadth of the Pets at Home offer from the best inspiration and support, through to an incredible range of products and services, to veterinary excellence and expert guidance.
Cath Ryan, Head of Brand at Pets at Home, said: “Our new brand expression is all about showcasing the breadth of services we offer, and it’s fantastic to see that come to life. Working alongside Household to translate this for our customers has been so rewarding, and the reaction we’ve received so far has been brilliant.”
Siu-Lan Choi, Executive Creative Director at Household, added: “As a studio that has always had an affinity with dogs, it has been a joy responding to Pets at Home’s brief; from the unification of offer and brand to the everyday practicalities of dealing with dogs urinating in-store! We built out from a creative idea that put the pet and pet owner at the heart of every touchpoint. Our framework allowed us to demonstrate category leadership, showcase the brand’s full spectrum of passion to expertise and connect on a deeper emotional level with customers.
“We are excited to see the launch of this new experience for Pets at Home and even more proud to be continuing our work together on future initiatives, bringing forward-thinking services and expertise to pet owners and exploring new and relevant ways to convert new and existing customers into true fans.”