UK – Global strategic branding consultancy, Robot Food has rebranded Harringtons pet food, updating the brand’s logo and packaging design.

The idea behind the rebrand is all about enhancing Harringtons’ ‘natural’ credentials. The company wanted to ensure it remained ahead of the competition in the category by evolving its brand in line with customers’ changing needs.

Targeting better on-shelf standout for the brand, Robot Food has designed a straightforward and friendly new identity in which each of the products are united under a simplified design system.

According to Robot Food, the stronger, more unified look can be seen across the range, reflecting its expertise, but also drawing customers in with its inclusive, all-natural feel.

The new look encompasses wet and dry food and treats for both dogs and cats.

The layout of the design has been adjusted as it was found that the brand name was often obscured, as the height of the packets would fold over shelves.

The products now have a greater impact and stand out more on shop shelves, with a grass ‘horizon’ graphic added, and the brand name repositioned to the bottom of the packet.

The photography to go along with the rebrand features both pets and the products, allowing the consumers to relate to the product further. The animal portraits essentially allow consumers to make a connection, drawing them in.

Jess Cook, Robot Food client director, said: “The photoshoot was quite an undertaking, but it was such a key part of the project.

“Every dog ‘model’ needed an understudy, for instance; and specialist photographers are required, so it was vital Robot Food took Harringtons “on a journey” to show that the shoot was worth the budget.”

Will Bushell, Head of Marketing, Inspired Pet Nutrition, Harringtons manufacturer added: “Despite the brand’s positive performance, we needed to ensure we stay fit for the future and meet the more emotional needs of new ‘pet parents’ with higher expectations of what their beloved pets deserve.

“We knew we couldn’t rest on our laurels and worked with Robot Food to help us simplify and amplify our design system and set us up for long-term success across the entire portfolio. The key for us was modernizing, without losing the essence of who we are.”

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