Brand refresh goes down a treat

WPA Pinfold recently repositioned Fish4Dogs as Champions of Fish, with refreshed packaging for their Finest range. As part of this brand repositioning, WPA Pinfold also evolved Fish4Dogs' treat range.

As part of this brand refresh, new packaging formats have been introduced in the shape of resealable and shelf-friendly dog packs, with product windows that allow visibility of the treats.

We have also made the range more customer-focused as it is now categorised by function and benefit, rather than flavour and style, with colour-coded subranges for easy identification.

The new customer-led range consists of:

Dental – A product line of six offerings designed to support dental health through low-calorie treats.
Love – A range of seven emotionally rewarding treat-based products.
Support + – Treats and supplements with specific additives to support health considerations, showcased through a range of 5 variants.
Training – Three training-based treats, designed to be stimulating and flexible, perfect for integrating into training.

The range uses the same brand language as the wider Fish4Dog’s packaging while communicating the benefits of each subrange. This showcases the award-winning products whilst celebrating happy, healthy dogs.

Commenting on the brand refresh, Fish4Dogs’ Jo Mulgrew says, “When tasked with a complex project that involved refreshing the company image, the bestselling brand and all the associated product packaging, WPA Pinfold were my immediate choice.

They have, in my opinion, unrivalled expertise and depth of knowledge of brand strategy, brand design and management. They expertly help isolate the ‘core brand insights’ and build these into development strategy and brand hierarchy. WPA Pinfold become the ‘external’ brand partner and strive for excellence on our behalf”.

View the case study here