Launched in September 2017 across the Pets at Home store portfolio, this destination category celebrates all the delights of puppy ownership and the brand personality presents a friendly, approachable and supportive delivery that helps new puppy owners quickly become puppy pros. The project spans name generation, merchandising, brand identity and communications, to future-proof one of Pets at Home’s key categories.

We created the logo “Just for Puppy”, underwritten by the Pets at Home friendly expertise stamp, in a free-flowing brush script font. The brand is also equipped with a style guide for use across everything from swing tags and blister packs to apparel and treats, ensuring the puppy offer continues to be consistent and true to its principles as it heads into the future.