Harrington’s approached us with a bold target of becoming the top dog food brand in the UK!
We were tasked with updating the look and feel of their numerous pet food ranges, creating clear product tiering, bringing the brand up to date and adding in personality, whilst retaining the strong heritage that Harrington’s held!
We sympathetically modernised and updated the Harrington’s core brand assets beginning with their brand mark and logo which would be so crucial in creating a family that was strong and cohesive! Starting with the core range of dry dog food we simplified and modernised, building upon these strong foundations for Grain free where the inclusion of a splashy water-coloured countryside background illustration really grounds the range within the Harrington’s heartland of ‘outdoor’.
By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.
what we did
A cohesive family of Pet food ranges that are simultaneously engaging, clear and dynamic whilst still allowing the flex for each range to perform perfectly in its own specific segment of the market. Since launch Harrington’s have really ‘taken the lead’ in the market and have achieved what they set out to do in becoming the UK’s number one dry dog food brand, really proving the strength of their updated brand family. Top dog!
Putting the expert back into My Expert Midwife, our new suite of brand assets allows for a consistent yet flexible approach across every day social engagement and key campaigns. The personality packed approach, puts the brand values at the heart of all touchpoints, setting My Expert Midwife apart from their more traditional competitors.
As part of our ongoing brand partnership, we are responsible for the graphical execution for all MEM campaigns, ensuring a cohesive, targeted approach across all consumer online, social and paid media. Recent campaigns include ‘putting the u back into mum’ developed to raise the importance of self-care in motherhood, coinciding with the brands third anniversary.
Dynamic photography was used across the ranges to resonate with Harrington’s brand values of creating the perfect food for a ‘Happy and healthy dog’. All of this was core to creating a graphical framework, that’s adaptable for product growth into new exciting categories or need states whilst always adhering to the characteristics of the Harrington’s brand!