Sustainable pet brand Beco has announced the launch of a major packaging refresh, with a new look designed to “communicate its core mission to encourage pet owners to love their planet as much as they love their dog”.
Its new packaging is made from plant-based materials and printed with water soluble inks, ensuring it is fully compostable. In addition, Beco has removed all plastic from all their food and accessories lines.
The group has also introduced a new natural colour palette, developed with branding agency Otherway and inspired by outdoor adventure brands. The palette and imagery intends to “evoke feelings of outdoor exploration and adventure, celebrating the joy of dog ownership, but still ensuring the planet is preserved”.
A new logo mark has also been introduced, featuring founder George Bramble’s Labrador, Tarka.
The rebrand comes as the group has seen DTC sales soar 167% year-on-year, with Beco adding that its sustainability commitment is “in line with what a new generation of pet owners are demanding from the pet brands they buy”.
George Bramble, Beco founder, said: “It’s not good enough anymore to just look after your pet; we have to also look after the rivers they splash in, the fields they get lost in, and all the animals they love to chase. We need to take collective responsibility and make conscious decisions about how we can preserve the natural world for us and the pets we love.”
Jono Holt, Otherway founder, says, “The new Beco brand look is inspired by our love of nature. No one connects with the outdoors more than dog owners. Come rain or shine they’re out there.
“We wanted to capture this passion in everything we designed from food packaging to poop bags. Beco has been in the market for the past 10 years at the cutting edge of sustainable product innovation. They needed a brand to give them the recognition they deserve.”