Let’s Chat Pet

Petdirect

Doing What’s Best for Pets

Let’s Chat Pet

Petdirect

Doing What’s Best for Pets

Founded in 2020, New Zealand owned company Petdirect turned their vast experience of running online shopping services for humans into an online shopping service entirely for pets. Special were tasked to develop a compelling brand strategy and identity that matched the ambition of the business to be New Zealand’s leading pet brand.

In a world that’s obsessed with pets, our opportunity for Petdirect lay in easing - rather than reinforcing - the pressure people feel to make sure their pets are well looked after and loved.

We set out to position Petdirect as the brand that gives customers reassurance they’re doing what’s best for their pets. Because we speak pet.

Aligned with the strategy, an expansive new identity shifts the personality from ‘pressuring’ to ‘reassuring’ by leaning into Petdirect’s role as expert guides for Kiwi pet parents. A design toolkit was assembled to create distinct visuals for various messaging needs, with illustrated ‘Guides’ to reassure shoppers.

Guides by Toby Morris.

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