A fresh look for Pooch & Mutt

Pooch & Mutt, the leading pet food and pet health brand within the Vafo Group, is unveiling a comprehensive redesign of its identity and packaging, repositioning itself as a trusted expert in the well-being of dogs ‘of all breeds and needs’.

The new positioning once again presents Pooch & Mutt as the brand that is there for

all stages of a dog's life, from puppy to senior, from anxious rescue dogs to dogs with sensitive digestion or joint problems.

Pooch & Mutt's new look is deliberately designed to break with conventions in the pet care sector, the company explains, with a mix-and-match approach: a selection of wet and dry food and expert advice to help owners choose the right food for their dog, now and as their needs change.

The packaging has been completely redesigned to improve visibility on the shelf and simplify shopping both in-store and online. It is now colour-coded by range and flavour, and the functional benefits and key ingredients are listed on the front to increase transparency and make it easier to find products on the shelf and purchase additional items.

A number of key products feature a transparent window on the front of the packaging, allowing shoppers to see whether the size of the kibble or treats is appropriate. Some products are specifically tailored for smaller breeds.

A refreshed colour palette of cream and blue takes centre stage, creating a more premium look and feel. A new logo introduces ‘Penny’ and replaces the previous ‘Patch’. This reinforces the core message that Pooch & Mutt is suitable for all dog breeds, not just a specific one. Patch and Penny sit among a whole group of different dog breeds on the direct-to-consumer (D2C) site and in other marketing channels.

Pooch & Mutt's growing team of in-house specialists, including veterinarians, behavioural scientists and microbiologists, oversees all aspects of product development, product claims and educational content. Their expertise was instrumental in expanding the brand beyond food and into science following last year's acquisition of BIOME9.