Pets at Home
Making small packaging do some serious heavy lifting
As competition intensified in the accessories aisle, Pets at Home needed their dog toy packaging to reinforce their expert authority while making the range easier to shop. We created a new tag architecture that delivers clarity, character and confidence – all within a tiny format.
Challenge.
If one thing is true about dog toy packaging, it’s that it should be fun as well as functional. That was Our goal when we worked with Pets at Home on their dog toy tags. The old tags were looking a little outdated – especially compared to the brand's recently revamped identity – and they didn’t reflect the fun or expertise behind the range. With pressure from Amazon and supermarkets on lower-priced accessories, Pets at Home needed to reinforce their expert status while making the toy aisle simpler and more joyful to shop. The twist for us was the tiny format, as these small swing tags were attached to toys that do a lot of the selling themselves.
Idea.
Our team created a clear, consistent architecture that balances reassurance with personality. A dedicated claims area at the top of each tag makes key benefits instantly visible, from “non-latex” for sensitive dogs to “no squeak” for noise-averse households. Typography flexes to match the toy’s behaviour, whether it's tugging, snuggling, or fetching, injecting fun without cluttering the format. Colour and type choices make it easy to navigate the range at speed, while the puppy sub-range is differentiated subtly through softer tones, making it feel more appropriate without over-labelling.
Impact.
Now beginning to land in-store, the new designs bring clarity and cohesion to a previously fragmented range. Even within a small footprint, the packaging communicates expertise, quality and playfulness at a glance. It’s a strong first project in a growing relationship and a live example of how thoughtful architecture can make complex ranges feel simple, shoppable and unmistakably expert.
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