i. Bosley’s Pet Food Plus
Bosley’s, a store that targets “pet parents,” was purchased by Pet Valu in June 2010 and has grown from 23 stores in Metro Vancouver and Vancouver Island to over 50 stores spread out all over British Columbia.
A key factor to this agressive expansion was to update their brand identity to reflect the high quality food and supplies the chain carries. The existing logo was very dated with a comic appeal to the illustrated animals and typography. We refreshed this look by replacing the illustrated animals with beautiful photography of pets at play - imagery is used throughout the stores via wayfinding and window graphics.
The logo was given a complete upheaval - a natural colour palette was chosen, timeless lower case font and a playful, handdrawn heart within a paw. The paw element is used throughout as a stand alone icon on marketing collateral.
The company’s new tagline – “Caring for your pet—body, mind and spirit” – is accompanied by a new green and brown logo that, according to Chanelle Dupre, director of marketing and communications, reflects the store’s natural and eco-friendly brand positioning.
MARKETINGMAG.COM | EVE LAZARUS | AUGUST 09, 2012
