Retailer Pets at Home has employed brand, design and communications agency Stormbrands for the creation and launch of its “affordable luxury” accessories range Noble.
The agency, which has worked with clients including Kellogg’s, PepsiCo and Asda as well as Pets at Home, worked with the retailer on the naming, creative expression and launch of Noble including the taglines “An Instinct for Style” and “Crafted by Pets” and use of the ‘O’ within the brand name to use as an icon.
Pets at Home has identified premium accessories as a business opportunity, offering products that work and deliver the best experience for pets at an accessible price.
Stormbrands helped to craft a brand architecture for Noble that covered a number of accessories categories including bedding, walking, fashion, feeding and travel.
Pets at Home senior brand manager Kristina Potts said: “Working so collaboratively with Stormbrands on this has set us up for future growth with a brand that is elevated and aspirational yet has bags of character.
“The creative is pitched perfectly to appeal to the next wave of younger consumers looking for pet accessories that match their values and style, as well as our core audience. The comms platform provides us with the tools to easily promote our growing range and continue to build equity and recognition in the Noble brand.”
Stormbrands account director Jessica Carter added: “Starting with a blank canvas is always an exciting challenge, particularly for a stylish new pet brand with such mainstream potential.
“Pets at Home is known for expertise, trust and experience, but with this launch we tapped into the emotive feeling of the new Noble brand, as well as the products themselves. Also, because we created the brand and the comms that sprang from it, we could see what’s coming down the line, so we could plan for it and make sure that every element is consistent.”
