Asda has rebranded its pet food lines – Hero for dogs, Tiger for cats – with a fun and vibrant new design by Stormbrands.
The brief was to to refresh and modernise Asda’s pet brand offerings in the face of increasing competition.
Stormbrands discovered a shift in consumer mindset from pet ‘ownership’ to pet ‘parenthood’, leading to a higher level of care for animals, which are now seen as family members.
The agency’s creative approach aims to dramatize this unspoken connection.
Stormbrands mentioned that the softer brand colors reflect the existing design but have been updated to attract a younger audience of pet owners.
The rebrand aims to alter customers’ views of a private-label pet-food line, showing that Asda’s products are equally credible and nutritious as branded options.
As well as finalising the design for all lines across the range, the agency created packaging and brand guidelines to steer its future, plus point-of-sale activation and comms stimulus.
Zoe Phillipson, Stormbrands’ creative director, said: “We wanted to make sure this work delivers against what we’re famous for: energising brands to move mindsets, markets and culture.
“We’re excited to see how the new range can change current consumer shopping habits and perceptions of own-label offerings by capturing ‘swing shoppers’ and creating a destination brand for Asda.”
Justine Jackson-Hickling, Head of Own Brand Design at Asda, said: “Stormbrands’ response to reposition and redesign our much-loved Tiger and Hero pet brands was spot on from the very beginning. The clarity of thinking and clear rationale they demonstrated throughout their work was invaluable, particularly given the complexity of the category and range. Their bold and brave thinking really pushed us to see the true potential of these much-loved brands. They have defined a strong, modern and relatable identity for Tiger and Hero that allows us to continue to build strength across our portfolio of own brands.”
Source:
https://www.packagingnews.co.uk/design/new-packs/stormbrands-redesigns-asdas-own-label-pet-food
