WPA Pinfold

Our work Repositioning a global pet food brand for growth


Repositioning a global pet food brand for growth

Fish4Dogs are passionate about dogs, especially their vitality and wellbeing, and are pioneers in the use of fish, rich in Omega 3, to provide the perfect protein for dogs.

We took these values and positioned Fish4Dogs as Champions of Fish, proud of their protein sources and the benefits they bring to a dog’s life.

While Fish4Dogs’ Finest food range is highly regarded worldwide as a premium quality food, the previous packaging design was not positioning them as highly as their actual products.

We brought a sense of connection with the sea right into the heart of the brand, by creating a brand world that wraps around the whole pack. A reflex blue illustration delivers depth to the brand and is contrasted with bold bright colours portraying flavour variants.

Product benefits were clearly identified through the use of icons on the front, reinforced on the back of pack, along with the brand narrative and clear feeding guidelines.

The brand extends beyond the packaging across a wide variety of touchpoint, including POS, merchandise and physical environments.

We created extensive brand principles to aid brand control including tone of voice and imagery.

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 experience 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. They become the ‘external’ brand partner and strive for excellence on our behalf.
Head of Marketing