The PetQuip Awards 2018 took place during the PATS Telford trade show and brings together luminaries representing the UK and international retailer and supplier pet sector. Each year, the trade body’s awards aim to “celebrate the industry’s latest innovations and best practices in all things pet”.
Company of Animals was recognised for its efforts in taking on a new look as part of a rebrand, which began at the start of 2017. The company said it set out to create a brand that “embraced and delivered upon the rapidly changing consumer dynamics of the global pet industry”.
The new brand and packaging was revealed in full at PATS ahead of the awards themselves. Company of Animals said the project was “highly commended” by the trade and judges receiving “fantastic” feedback.
In constructing the marketing initiative, Company of Animals carried out consumer research with 2,000 dog owners to find out their buying habits. The project was put together with strategic design agency, Springetts, who helped it to redevelop its corporate identity themed around improving relationships between people and their dogs.
As part of the new marketing plan Company of Animals expanded on its pack languages to support international growth, with “clear and simple” information for dog owners to understand and added icons to “support clear communication on products”.
The new marketing will appear on shelves in February 2019 as the company aims to phase out unnecessary plastics and reduce its environmental footprint.
Vicky Benneworth, marketing manager at Company of Animals, said: “We are delighted to have been recognised on such a coveted platform and could not be more excited to take our new look to consumers all around the world.”
“It has been an incredible journey to really understand how our products can help owner-dog interaction. None of this would have been possible without our fantastic team who have worked diligently to bring this project into reality. We are really looking forward to the exciting times ahead.”