The UK’s leading direct to consumer pet food and wellbeing company, Bella & Duke, has unveiled a brand refresh to better articulate their pet-centred ethos.
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The refresh ensures that the brand is positioned to reflect the growing needs of pet owners who are seeking holistic pet wellness solutions and services. As well as showing their understanding of the unique relationship between pet and owner. This week it will launch in their first fully integrated customer marketing campaign.
Bella & Duke’s in-house team commissioned global strategic brand agency MadeBrave last year. Working closely with them, they developed a DNA to reflect their vision of championing pet health and wellbeing and challenging the status quo so that pet-centered, species-appropriate nutrition becomes the natural choice for every pet owner.
Through an in-depth business review, deep dive workshops with every employee and both customer and market research, this work led to a revisit of the brand’s existing DNA and the creation of a strategic proposition that could run throughout every touchpoint.
It is manifested in beautiful moments of human-pet connection in new customer photography suites, as well as the open transparency of the brand in their recipes and provenance of their ingredients, right through to the apothecary feel of the products and packaging and the familiarity of the copy. Activation of the new brand is being rolled out by the in-house team and across all Bella & Duke channels both externally and internally, thus ensuring the brand commitment and values are actively reflected everywhere.
It was important to Bella & Duke that any evolution also reflected the brand’s personality of being approachable, in-the-know and fearless as they also strive to make meaningful change in the pet food sector. Visually this has meant a refresh of the company’s brandmark, communications palette and distinctive assets to reflect and imbue the new brand philosophy.
Driven to do what’s right by everyone’s pets, the rebrand aims to encapsulate and promote the deeply rewarding relationship we have with our pets. A new business brand philosophy was developed from this to celebrate the intimate relationships between pet and owner. The brand’s core ethos of ‘Right by them, for a life well loved’ has helped form the overarching business strategy and is being echoed across their first fully integrated and multi-channel campaign which includes National TV advertising, digital marketing, radio, events, partnerships and social media.
Mark Scott, CEO at Bella & Duke, said; “We’ve always understood the importance of the relationship between pets and their owners. Our recent brand evolution work has offered us the opportunity to really focus in on the strong and very special connections that comes from the mutuality of the love we give to our pets and that they give to us. We also wanted to find ways to better articulate our passion for the longevity and companionship that enriches the lives of all pets and their owners. As a pet wellness business we share that love, combined with a belief that feeding love leads to the healthiest, happiest and longest lives lived together.”
Ross Macdonald, Senior Strategist at MadeBrave added; “It was a real pleasure to work with Bella & Duke on this project. At MadeBrave, we love nothing more than working with category leaders, and more specifically, with brands at pivotal points in their growth journey. In this case, Bella & Duke were looking for support with clarifying consistency and developing a unifying brand idea based on insight. Where we got to is the result of months of hard work, collaboration, passion and vision, and we are thrilled to have been instrumental in bringing the new brand to life."
Since the launch of Bella & Duke just six years ago, the brand has grown exponentially serving over 60 million meals to pet owners, from a database of over 190 thousand pets . The rebrand follows the opening of its state-of-the-art office last year tailored to meet the needs of both its staff and their. Offering flexible working options, “Parklife” is a place you can bring your closest companions whether it be a cat, dog, ferret or rabbit.
For more information visit www.bellaandduke.com