New brand logo at Fressnapf

“The new brand identity is the result of consistent implementation of the strategic transformation from a product-focused supplier to an omnichannel provider and carer for people and animals,” says the retailer. The new logo thus replaces the previous Fressnapf image with a cat and dog at all relevant touchpoints, from the website to employees’ clothing.

Around 34 years ago, founder and owner Torsten Toeller personally created the first Fressnapf logo and brought the brand to life. Only minor adjustments have been made since then. 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 at the innovative services, the company’s own Fressnapf salons and its “Friends” loyalty programme. In the campaign itself, Fressnapf is focusing increasingly on moving images with different motifs and spot lengths. At the centre of the main commercials are everyday moments from different human-animal partnerships and their experience of Fressnapf, from personalised advice to the large selection of high-quality exclusive brands, changing discount promotions and additional services, both online and on site.  

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 overseen 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…