New brand appeals to animal lovers

Pet care brands are able to appeal to the public’s emotions since their names are inevitably wrapped up in fond memories of pets

Animal imagery is a guaranteed way to hook people’s interest and the pet care sector has a better right to this strategy than most brands, though admittedly, as Andrex is testament to, that doesn’t stop them from trying.

Burgess, a British, family-owned pet food company, has recently undergone a brand review that focuses on emotion and heritage. The new brand was created by The Brand Nursery, an independent brand consultancy in the UK.

The emotive ethos and brand positioning are conveyed across a new logo that incorporates a small heart in the typography and the new packaging features photography of owner and pet interaction. To draw on the company’s heritage the words ‘since 1790’ were also added, along with an updated, friendlier typeface.

Richard Rockett, marketing and NPD manager at Burgess, says, “There have been tremendous changes in the market over the last 18 to 24 months and we are committed to meeting those changing demands. The research carried out by The Brand Nursery has highlighted our current strengths and the opportunities our customers and pet owners believe are open to us. The new work is now visible on store shelves and throughout our new brand, our ethos is now loud and clear.”