WPA Pinfold land repositioning for global pet food brand

Fish4Dogs are passionate about dogs, especially their vitality and wellbeing, and are pioneers in the use of fish, rich in Omega 3, to provide the perfect protein for dogs.  WPA Pinfold took these values and positioned Fish4Dogs as Champions of Fish, proud of their protein sources and the benefits they bring to a dog’s life. 

While Fish4Dogs’ Finest food range is highly regarded worldwide as a premium quality food, the previous packaging design was not positioning them as highly as their actual products. The Finest Complete range is the first to undergo the brand transformation, as part of a broad-based brand refresh.

Fish4Dogs are one of only a very few brands that use fish solely as the source of protein for all their products. WPA Pinfold brought this point of difference to the very heart of the packaging design by creating a brand-world illustration of a dog on a jetty looking out across the sea: linking the innate curiosity of dogs and the source of the protein.

Within the range, bold colour-coded graphic waves are used to portray the different flavour variants. Key product benefits are clearly identified via icons on the front of the pack and reinforced with clear feeding guidelines and the brand narrative on the back.

Commenting on the brand refresh, Fish4Dogs’ Jo Mulgrew says, “When tasked with a complex project that involved refreshing the company image, the bestselling brand, and all the associated product packaging, WPA Pinfold were my immediate choice. They have, in my opinion, unrivalled experience and depth of knowledge of brand strategy, brand design and management. They expertly help isolate the ‘core brand insights’ and build these into development strategy and brand hierarchy. They become the ‘external’ brand partner and strive for excellence on our behalf”.

The brand refresh was extended beyond the packaging to a variety of touchpoints, including POS, marketing material, website, social media, merchandising and physical environments –supported and guided by detailed brand principles, ensuring that tone-of-voice and imagery are all aligned to the new brand.  

After the initial implementation on the Finest Complete range, the refresh is being rolled out across the rest of the range, including treats, in Q1. 

Source: WPA Pinfold

  Brand Refresh, Dog Food, Fish4Dogs, Packaging Range, WPA Pinfold