Smart Pets is a brand by Axfood, offering food, snacks, and accessories for cats and dogs in Sweden and Denmark. Despite the quality of its products, the identity had grown dated and no longer reflected its market positioning. More importantly, it lacked the warmth and closeness that pet owners expect. Through consumer insights, we identified gaps and rebranded Smart Pets, revitalizing the portfolio and creating a more personal, approachable, and authentic expression that resonates with today’s pet lovers.
Deliverables: consumer insights / brand strategy / portfolio strategy / brand identity / design strategy / packaging design / illustration / art direction / photo production
To bring this new brand personality to life, we photographed a diverse mix of cats and dogs (and their humans) in their everyday moments - playful, stubborn, curious, affectionate.
Playful, hand-drawn claim symbols and and charts were created to add a guiding, human touch to the identity.
Every detail of the rebrand was designed to feel warmer, friendlier, and easier to connect with. 99% of customers give it four paws up!
Brand strategist: Aya Hijazi / creative directors: Shila Roghani & Julia Koga / lifestyle photography: Lasse Bech Martinussen