SMART PETS
SMART PETS
Shaped by modern pet culture
Shaped by modern pet culture
In a rapidly evolving category, Axfood needed to rethink Smart Pets from the ground up. We transformed the brand into a warmer and more contemporary universe built around the relationship between pets and their people.
In a rapidly evolving category, Axfood needed to rethink Smart Pets from the ground up. We transformed the brand into a warmer and more contemporary universe built around the relationship between pets and their people.
The rise of the furry family
The rise of the furry family
Pets were increasingly becoming family members, while expectations around nutrition, wellbeing and quality were rising. As trends from the human food world moved into pet care, we saw an opportunity to make Smart Pets more emotional and culturally relevant.
Pets were increasingly becoming family members, while expectations around nutrition, wellbeing and quality were rising. As trends from the human food world moved into pet care, we saw an opportunity to make Smart Pets more emotional and culturally relevant.
The brand was built around the unconditional love between people and their pets, moving away from traditional category conventions towards a warmer and more human expression.
The brand was built around the unconditional love between people and their pets, moving away from traditional category conventions towards a warmer and more human expression.
Cats, dogs and camera gear
Cats, dogs and camera gear
We convinced a reluctant photographer, normally focused on humans, to travel across Denmark documenting the everyday lives of dogs and cats. From family homes to cat shelters, the aim was to capture real personalities rather than polished category clichés.
We convinced a reluctant photographer, normally focused on humans, to travel across Denmark documenting the everyday lives of dogs and cats. From family homes to cat shelters, the aim was to capture real personalities rather than polished category clichés.
Organized into sub-ranges, the assortment covers everything from everyday essentials to indulgent food experiences and playful snacks.
Organized into sub-ranges, the assortment covers everything from everyday essentials to indulgent food experiences and playful snacks.
Navigation made intuitive
Navigation made intuitive
To simplify decision making on shelf, we developed a navigation system combining handwritten typography, illustrations and clear information cues.
To simplify decision making on shelf, we developed a navigation system combining handwritten typography, illustrations and clear information cues.
The packaging brought warmth and personality to the shelf. Playful details and an unpolished feel gave the identity a more human touch.
The packaging brought warmth and personality to the shelf. Playful details and an unpolished feel gave the identity a more human touch.
With a stronger visual identity, clearer navigation and shelf presence, the redesign helped reposition Smart Pets as a more distinctive and emotionally relevant brand. Good news for pets. And their humans.
With a stronger visual identity, clearer navigation and shelf presence, the redesign helped reposition Smart Pets as a more distinctive and emotionally relevant brand. Good news for pets. And their humans.
DELIVERABLES
Consumer insights
Brand strategy
Portfolio strategy
Brand identity
Design strategy
Packaging design
In-store communication
Brand activation
Advertising
Art direction
Photo production
Illustration
DELIVERABLES
Consumer insights
Brand strategy
Portfolio strategy
Brand identity
Design strategy
Packaging design
In-store communication
Brand activation
Advertising
Art direction
Photo production
Illustration
COLLABORATORS
Photography
Lasse Bech Martinussen
Brand strategist
Aya Hijazi
COLLABORATORS
Photography
Lasse Bech Martinussen
Brand strategist
Aya Hijazi
STUDIO LOCATION
Skeppsbron 38
111 30 Stockholm, Sweden
NEW CLIENTS
CREATIVE COLLABORATIONS
STUDIO LOCATION
Skeppsbron 38
111 30 Stockholm, Sweden
NEW CLIENTS
CREATIVE COLLABORATIONS
STUDIO LOCATION
Skeppsbron 38
111 30 Stockholm, Sweden
NEW CLIENTS
CREATIVE COLLABORATIONS