Wainwrights

Updating a pet food favourite fit for evolving nutritional needs

To know a dog, know their owner

Our canine pals have never felt more important to us than they do right now. Extensions of ourselves, they are essential to our wellbeing. Wainwright’s came to us to help strengthen those bonds through a vision of becoming the No.1 ‘naturally inspired’ lifestyle brand for dogs. Whilst we knew that the way to a dog’s heart is through its tummy, the way to win over their owners was by building an emotional affinity with the brand.

It’s in our nature

Following consumer research into brand territories created between Wainwrights and agency Fridays at Nine, we built on the leading concept ‘It’s in our Nature’ to explore and develop a new brand world and design expression. Striking illustrations, like windows into cherished moments, helped land our nurturing, empathetic and intimate brand personality, which we executed across everything from packs to beds.

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Feeding relationships, feeding results

Wainwright’s came to us as a brand that fed ‘man’s best friend’. Together we’ve re-energised it to help nurture a deeper bond between dog and owner. And that’s translated into some fairly tasty results. Wainwright’s is now, not only the go-to brand for natural nutrition and accessories, but also a trusted source of advice for holistic wellbeing that lasts a lifetime.

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“StormBrands has defined a strong and cohesive identity for Wainwright’s that now unites the brand purpose, values, product benefits and features. Crucially, it builds an emotional affinity between consumers and the Wainwright’s brand, allowing us to demonstrate leadership in the category and deliver a clear, inspiring customer experience.”

Jill Mason
Marketing Director, Pets at Home

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