WellPet

It really is true that pets are treasured family members. Owners everywhere are giving their four-legged companions the best of care – and that makes for a crowded premium pet food market where Brandlogic improved Wellpet’s ability to stand out.

WellPet enjoyed a strong start when it entered the premium pet food market in 2009, being named Supplier of the Year during the Pet Industry Distributors Association’s annual meeting and management conference.

To maintain the brands’ leadership and prevent confusion, WellPet knew it would need to get stakeholders up to speed quickly on both overarching corporate and individual product brand value propositions and messaging. Brandlogic was tasked with helping employees – and the market – clearly understand the benefits of WellPet’s four premium dog and cat food brands.

A two-pronged, parallel approach was used to enhance efficiency. A corporate-wide identity project ran side-by-side with a series of strategic individual brand briefings. With a solid understanding in hand, Brandlogic developed a rich portfolio of deliverables for broad audiences, including key messaging documents and a takeaway brochure, all supported by a web-based custom brand asset management portal.

The new positioning was unveiled at WellPet’s annual meeting and was greeted with great enthusiasm. Now, employees have what they need to keep Wellpet at the front of the pack.