Petcurean Pet Nutrition was founded in 1999 as a small start-up company, based on a unique concept that utilizes concentrated forms of meat and human grade ingredients to formulate a pet food that replicates what families enjoy at home every day. With excellent sales, a passionate mission and superior products, the brand identity itself was falling short on communicating this promise, and the product packaging was dated and had little to no differentiation between their two very different product lines.
During the thorough competitive and brand audit process, not to mention numerous interviews and extensive informal research, it became clear that they had lost their connection to their very name: Petcurean. Not only is an “epicurean” approach to health, nutrition, product innovation and superior ingredients part of the Petcurean DNA, it proved to also be a unique place in the market for the brand.
The new brand logomark celebrates the notion of taste and nutrition through a witty use of a pet’s tongue. Other identity elements celebrate real pets from Petcurean’s employees, with typographic call-outs that reflect back to the company’s values, from “epicurean” and “health”, to “deep purrs” and “wagging tails”. Modern typography, bold imagery and strong colours unite the identity, and witty writing brings out even more of the heart and soul of the brand.
In addition to the Brand Identity and NOW FRESH and GO! Packaging, Subplot has created all the Sales Collateral, Point-of-Sale, Corporate Print Materials, Consumer Hand-outs, Tradeshow Booth, Wearables and a completely new Website.
Special attention was paid to a co-op advertising platform that will allow Petcurean to successfully co-brand with various pet specialty retailers, as well as a system that allows both of Petcurean’s new packaging designs for NOW FRESH and GO! to be presented within a “Petcurean branded” framework when appropriate.