AVet needed to simplify the pet care product purchase experience for vets, wholesalers, and pet owners, who were feeling limited affinity for the brand. Hotwire, a branding agency, was asked to develop a new brand story, including a name, visual ID and packaging design.


Through research of AVet’s target audiences, we found people were fed up with complexity in pet care product ranges. Our resulting brand activation simplification underpinned the whole brand essence, starting with a new name, Wagg & Purr. We created space for the brand story to buck the scientific naming trend, with a playfulness and joy reflecting the pet-owner, and pet-vet connection.


Wholesalers, Vets and Pet Owners now engage with Wagg & Purr on an entirely new, more compelling, emotional level, that reflects and respects the human animal bond. We achieved this through brand storytelling that uses fresh and friendly graphic design to span the entire product range – giving products maximum cut through and an engaging shelf presence showcasing its brand promise.


Within a matter of months, 100 veterinary clinics stocked Wagg & Purr. Around 400 clinics are expected to stock the range by the end of 2021. The Wagg & Purr range has supported AVet’s overall B2B marketing and sales achievement of $1 million, in less than six months.

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