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Nov 07, 2024

Bella + Duke relaunch brand platform | PetfoodIndustry

This UK company is broadening its focus with new brand positioning underscoring health and wellbeing for pets. Bella + Duke, a UK-based raw pet food company, has announced a refreshed brand platform

This UK company is broadening its focus with new brand positioning underscoring health and wellbeing for pets.

Bella + Duke, a UK-based raw pet food company, has announced a refreshed brand platform that emphasizes holistic pet wellbeing. Building on its reputation for providing raw, nutritionally complete pet meals, Bella + Duke said it is expanding its services and products to address the broader needs of pets, including behavioral and veterinary support, as well as treats and supplements.

The company has partnered with Styles + Partners and Chilli to develop the new brand identity, which includes a revamped logo and packaging. The rebrand highlights Bella + Duke’s commitment to pet health beyond nutrition alone, aiming to support pets “from nose to tail.” In addition to food products, Bella + Duke now offers over 14 services, such as 24/7 video vet consultations, in-house vet nurses and an online community of pet owners.

CEO James Sturrock said that the shift reflects Bella + Duke’s goal of promoting a more comprehensive approach to pet wellbeing. “The original vision of Bella + Duke was always to improve the lives of our pets through good nutrition, but we recognized that wellbeing goes far beyond what’s in their bowl," he said. "Through our new benefits and services we’ve evolved into a full pet wellbeing brand, we’re addressing the broader needs of cats and dogs, ensuring they receive the best care throughout every stage of their life. We’re looking beyond the gold standard in complete, nutritionally balanced raw meals and are looking towards being all in for pet wellbeing.

The company’s latest independent research shows that 63% of pet owners feel their pets boost their mental wellbeing and are increasingly focused on providing quality food and care. The refreshed brand platform seeks to align with this mindset, emphasizing a strong connection between pet health and owner satisfaction.

The new positioning is designed to sharpen Bella + Duke’s focus for future business decisions and developments. The tone of voice is strategically crafted around the core pillars that matter most to their customers, the company noted, delivering support with empathy and a playful spirit. The new vibrant colors reflect the fresh, nutritious ingredients that define its food, while the typography showcases their personality.