A brand design agency has helped affordable pet care brand Bob Martin to achieve a new visual identity.
Brandon Consultants was employed by Bob Martin owners Pets Choice to produce a clearer branded proposition to maintain retailer confidence and grow listings. The campaign also needed to drive future growth opportunities, particularly among younger pet owners.
Julie Butcher, head of marketing at Pets Choice, said: “Brandon has proved to be an invaluable partner in our fight for relevance. Bob Martin now has a clear proposition and a strong framework to enable future growth opportunities and it has provided us with the direction that we needed to successfully re-engage with retailers, even securing new listings as a direct result.”
Brandon’s account director Emma Wilson added: “Bob Martin was established in 1892 and has a strong heritage in pet care, but in such a competitive category it had started to lose its relevance. As with so many briefs we get, we had to find a way to tap into shopper need states to make it relevant once more.
“We discovered that with so many scientific-sounding products available, customers just want to know that what they’re buying will work. As the brand isn’t sold in vets, shoppers want the reassurance that they’re buying the right product for their pet.
“To that end, our new visual identity is built around a shield device. This not only provides the brand with a strong asset, but its repelling lines instantly conveys the protection and care that pet owners are seeking.”
Addressing the need for differentiation, the brand now has a clearly defined architecture, including carefully evolved marks for Bob Martin, Clear and Clear Plus. Beneath that, are clear descriptions for application method, product name and variant. The variants are also made much easier to shop through the use of colour (blue for treatment and orange for repellent), which is pulled through into the claims box, and the clear results provide the evidence of efficacy that’s desired by shoppers.
