Brandon unveils new Webbox Naturals brand identity

Josh Peachey's picture

Design consultancy Brandon has revealed the new work it has done for Pets Choice's Webbox Naturals pet food and treats range.

The new Webbox Naturals brand identity is being rolled out across the dog and cat pet food and treats range. 

Altrincham-based Brandon was responsible for giving the range a total makeover, including packaging and logo designs, as well as renaming the range itself.

Julie Butcher, Marketing Director at Pets Choice, said: “We have always invested a great deal in producing the best possible natural pet food, but our Naturals packaging didn’t reflect this.

"Webbox Naturals includes 100% natural ingredients, is vet-approved and something we’ve worked hard to develop to be best in class, so we equally wanted to do its brand identity justice with this new renovation.
 

“Brandon has been a fantastic partner from start to finish; they created a number of design concepts that we loved and this one just jumped out as delivering the new face to the Webbox Naturals brand. An identity that could take us forward and drive brand growth in the next 2-3 years, with new listings and an exciting pipeline of innovation ahead. We fell in love with the new design from the outset and can’t wait to see them pop on-shelf when pet owners hopefully feel the same as we do.”

Steve Conchie, Creative Director at Brandon, concludes: “Our primary goal was to break the mould in the pet food category, which collectively still uses lots of redundant design codes.

"As we explored, it was clear that by simply covering logo’s on various packs you’d be hard-pressed to differentiate one brand to the next.

"In terms of the design aesthetic, we wanted to not just jump off the shelf, but build some strong brand iconicity, something that could also flex to create more emotional connections with pet owners beyond the packaging. 

“The simple paw print holding device added some bold new brand equity and shelf blocking. Sitting alongside the introduction of a fresh colour palette across the Webbox Naturals range. The name change to Naturals was the simplest part of the job, a no-brainer in fact, as everyone was calling it that in conversations from the outset.”