Teaching New Tricks with Pet Care Branding 

Simplifying Pet Care

Project Scope
Brand strategy
Art direction 
Packaging & graphic design 
Brand storytelling 
Brand identity 


AVet needed to simplify the petcare product purchase experience for vets, wholesalers, and pet owners, who were feeling limited affinity for the brand. We were asked to develop a new brand, 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 strategy of simplification underpinned the whole brand, starting with a new name, Wagg & Purr. We created space for the brand 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 a brand identity that uses fresh and friendly graphic design, verbal and visual identity to span the entire product range – giving products maximum cut through and an engaging shelf presence.



veterinary clinics now stock Wagg & Purr


in business sales in six months


clinics are expected to stock the range by the end of 2021

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