(Est. 1968) “Pets CornerUK Ltd is a United Kingdom based pet retail store chain. Its main area of business is selling specialist pet foods, accessories and treatments predominantly for dogs and cats, but also for small animals, reptiles, birds, wildlife and tropical and cold water fish. The company’s headquarters is in Crawley, West Sussex, United Kingdom. It has 112 stores across the UK. In April 2016 the company acquired competitor retailer PamPurredPets adding an additional 51 stores to its existing portfolio, making it the second largest pet retailer in the UK by store numbers and EBITDA.” (Wikipedia)
Junction Studio (London, UK)
Pets Corner has grown rapidly over the past few years to become the second biggest chain of pet stores in the UK. Unfortunately their branding and design hadn't evolved along with their business model that is now focussed on natural food and products for pets.
We also needed to communicate that they are the most ethical pet stores in the country, while keeping the sense of fun and friendliness that their customers love.
We worked closely with Pets Corner to create a unique and coherent brand across all touchpoints, from posters, barkers, fliers, direct mail marketing and website, down to helping select the wood for their counters.
Images (opinion after)
I like the dog in the old logo, as it looks like it's high on puppy chow or something and it would be a lot of fun to play with it. Not so much the old typography, which was kind of ghastly. The new logo is a straight evolution that signals the maturity of the brand. The new dog looks like an actual breed and not some crazed shelter concoction. It's a prettier dog for sure but maybe lacks some personality; it's like the dog others dogs hate because it does sit, stay, roll, and play dead on command and its poop doesn't smell. Dog therapy aside, it's certainly a nice drawing. The wordmark is a proper complement; nothing too exciting but nothing to scoff at either. The identity features some extra cute illustrations that are very attractive but I wonder if they are in stylistic opposition of the logo… like they are competing but complementary but competing. Along with the earthy script typography in applications it almost starts to feel like two separate brands. The stationery might be the best bridge between the two… with the back of the letterhead being particularly nice. Overall, a definite improvement but maybe needs more or less commitment to the flowery-earthy-crunchy-granola vibe.