New Pets at Home wellness products identity designed by StormBrands

Following an increase in consumer demand to actively support the wellbeing of pets, rather than reacting to ailments, British pet supplies retailer Pet at Home has released its own range of health and wellness products. Brand design agency StormBrands’ role was to bring clarity, convenience and visual appeal to the pets health sector, and change the way people shop for their pets.

The new Health and Wellbeing family identity, crafted by StormBrands, was required to engage with customers across a broad product range (joint care, calming, skin and coat and grooming) and three price tiers. This was achieved by simplifying the shopper journey through the implementation of an easily navigable architectural design system featuring category-led colour coding.

Elsewhere, photography which aims to appear happy and healthy was utilised to express the emotional benefit of the own label products. Other notable design elements include the use of a tiering system which allows for greater colour flexibility, the inclusion of additional information and iconography.

Zoe Phillipson, creative director of StormBrands, says, “Knowing how important pet health and happiness is for owners these days, our design approach delivers an experience that’s immediately less clinical and more accessible than visiting the vet. The in-depth design principles we put in place have given Pets at Home the structure and guidance it needed to rollout across multiple categories, tiers and formats, ultimately ensuring that it could provide absolute clarity and maximum convenience to its customers.”