2022 Great Harringtons Pet Food Re-Brand | World Branding Forum

Robot Foods has announced the re-brand for Harringtons pet food to update its market positioning. The brand new look was brought in across their wet and dry food product range for cats and dogs.

The idea behind the rebrand is focused on enhancing their ‘natural’ credentials. The stronger, more unified look is seen over the range, reflecting its expertise, but in addition drawing customers in along with its inclusive, all-natural feel.

The layout for the design happens to be adjusted because it was discovered that the brand name was often obscured, while the height for the packets would fold over shelves. These products will have a larger impact and get noticed more on shop shelves, with a grass ‘horizon’ graphic added, as well as the brand name repositioned to your bottom for the packet.

The photography to go with the rebrand features both pets as well as the products, allowing the consumers to relate genuinely to the item further. The pet portraits essentially allow consumers to create an association, drawing them in.

Jess Cook, Robot Food client director, said, “The photoshoot was quite an undertaking, nonetheless it was such a vital the main project. Every dog ‘model’ needed an understudy, for example; and specialist photographers are expected, so that it was vital Robot Food took Harringtons “on a journey” to exhibit that the shoot was worth the budget.”

Will Bushell, Head of Marketing, Inspired Pet Nutrition, Harringtons manufacturer commented: “Despite the brand’s positive performance, we had a need to ensure we stay fit money for hard times and meet with the more emotional needs of the latest ‘pet parents’ with higher expectations of what their beloved pets deserve. We knew we’re able ton’t rest on our laurels and worked with Robot Food to aid us simplify and amplify our design system and set us up for long-term success over the entire portfolio. The Important Thing for all of us was modernising, without losing the essence of who we have been.”