Elmwood

Pets at Home
Pure purrfection

Pet owners want their furry friends to eat just as well as they do (if not better). Pets at Home wanted to tap into this with a new high-end brand of pet food that featured wholesome natural ingredients and plenty of stand out on shelf.

Naturally good
Everything about the new brand identity needed to say natural, healthy and wholesome. The name ‘Purely’ reflects this in a simple, memorable way.

The packaging features a rustic, hand-drawn illustration style. A transparent, cat-shaped window shows customers that the product is wholesome without anything to hide.

A playful personality
Purely is serious about nutrition but good fun too. Flavours like ‘chompingly good chicken’ show off the brand’s playful and down to earth tone of voice that relates to every pet lover.

Purrfect results
Finally, we developed a set of guidelines to be used alongside a brand toolkit to help store managers promote, implement and merchandise the Purely brand in store. Purely has been the most successful cat product launch at Pets at Home.