Fressnapf changes brand image

The Fressnapf Group now has a new logo across the board. "The new brand identity is the result of the consistent implementation of the strategic transformation from a product-focused supplier to an omnichannel provider and care provider for people and animals," the company states in a press release. The new logo thus replaces the previous Fressnapf image with cat and dog at all relevant touchpoints, from the website to employees' clothing, throughout Germany and internationally.

Around 34 years ago, founder and owner Torsten Toeller personally created the first Fressnapf logo and brought the brand to life. Since then, there have only been minor adjustments. Now it is being replaced by a new logo modelled on a smiling animal face. "The rebranding with a new company logo translates our brand promise 'Happier Pets. Happier People' into a contemporary design," emphasises Matthias Bauer, senior vice-president of customer experience at Fressnapf. Fressnapf CEO Dr Johannes Steegmann adds: "The new brand logo now conveys exactly the right mix of closeness, trust and ease that we want to create in the shopping experience as a figurehead at our stores."

The new brand identity will be accompanied by a Europe-wide campaign in eleven countries. Under the motto "Happy when you are", the campaign is all about the brand feeling of "Happiness". Among other things, it takes a look behind the scenes of the innovative services, the company's own Fressnapf salons and its loyalty programme "Friends". The campaign was created in collaboration with the lead agency Serviceplan and the production company Serviceplan Make. It was directed by Jan Stollberg, who had already realised the previous Christmas campaign for Fressnapf. Fressnapf is using a multimedia mix of TV, radio, social media and the social news aggregator Reddit to distribute the new campaign.