Heritage brand Harringtons has always been a staple in the pet food aisle. But the brand had bold ambitions. In short, they wanted to be top dog. And they turned to us to elevate them to an industry-leading position.
We knew that giving them a more modern brand identity was key to set them apart from the competition. Using our collective creative force, we gave them a whole new look and feel, at the same time continuing to celebrate their rich heritage. The results? A clean, classic look with a contemporary twist. Truly, best in show.
Harringtons boasts a strong pedigree in the pet food industry. Starting life as a family milling business in 1923, three generations of the family have produced their ‘Natural for All’ pet foods from their Yorkshire base.
The quality of the products was never in doubt, and the brand has always been successful. But it had begun to look dated and needed reviving to keep it competitive. We saw the perfect opportunity to revamp, reenergise and renew. And we seized that opportunity with both hands.
Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.
To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.
Starting with their brand mark and logo, we created a fresh new look. We wanted to up the ante with the product ranges, so they worked well individually and together as part of a strong overall brand. Applying a range of natural graphics, we simplified the design of the cat and dog food ranges, giving them their own unique, as well as collective, appeal.
We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.
Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.
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.
Harringtons’ brand values are ‘Creating the perfect food for a happy and healthy pet’. We made sure this was reflected in their new look.
The end result?
We’ve created a strong, focused brand that’s easily adaptable for existing and future products. Fresh, engaging and clear, the dynamic new positioning we developed has breathed life into the brand.
Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.
We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.
Since the launch, Harringtons has seen a massive £5million+ in increased sales and a sector-leading 25% market share.
Now the UK’s number one dry dog food brand, they’re effortlessly leading the way.
Briefs are not just met but provoke strong debates and push our boundaries to get the best outcome. It’s a testament to how effective and easy it is to work with OurCreative. that from the initial brief have come many others."
Daniel Reeves, Marketing Manager, IPN - Inspired Pet Nutrition
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.
Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.
Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.