Love Pets

Successful re-brand of online pet product retailer

My brief:

Animal Bargains - an online pet product retailer were part of the Ideal Shopping Mail Order Group.

Having been brought in to produce design work for advertisments and inserts to drive traffic online, I mentioned that the name was having a negative effect on business. I felt that Animal Bargains had connotations of cheap chinchillas, illegal exotic reptile sales or a site for small zoo’s to buy old animals on the cheap!

I was asked to look at potential names and URL’s that made it obvious that  the business was related to pets care and pet products, specifically for dogs and cats.

Once a name was decided we needed to come up with a logo, brand and designs which would communicate a strong, recognizable identity to help build awareness and sales.

"The new website is a real winner - getting Web User Magazine's website of the month award was great. Can you pass on my thanks Tim to everyone involved in it's creation!"

Christopher Palmer-Smith

Managing Director

– Love Pets

The Approach:

I looked at the existing pet product online marketplace to see the sorts of brands they had and what their propositions were. I also looked at other successful online businesses in other market sectors.

From here I came up with a number of name suggestions and checked their availability both for a company name and URL.

Once a favourite was agreed we set to work designing a series of logos – from which the preferred version was taken and worked up into web design style setter. Small research groups were used to help qualify the MD’s personal decision.

The Campaign:

The preferred name was Love Pets.

We felt that this both communicated it was pets and not just animals and with the word love – the emotional element and passion that most dog and cat owners have about their pet.

The logo we felt was impactful, research showed appealed to both young and older profiles, as well as male and female groups.

The chosen designs also researched well and 12 months on have helped recognition rise within their market place.

With Love Pets having space on Ideal World’s satellite TV channel – the logo also works well across TV, online and offline media. I also helped create templates and supply assets for weekly email blasts to the Ideal Shopping group mailing/email files.

The results:

Love Pets as a name and brand was launched very quickly, but has already led to a significant uplift in awareness and sales.

The new website won Website of the Month award in Web User magazine for its impact and usability.
“Superb. Impossible to fault in terms of design, content and features. Bookmark it now!”

“formerly called, this relaunched pet store sells everything you need to keep your dog, cat, rodent or reptile happy.  LovePets stocks a huge variety of food, bedding and accessories, along with fish tanks, bird cages and more.  The clear categories and a speedy search facility make browsing a breeze, whether you’re looking for feline nail clippers or a heated rock for your lizard.

The TV section offers helpful videos on products such as a battery-operated flea zapper and there’s a price-match guarantee on everything sold in the store.  You can also join a Free Delivery Club, which is free to join, and saves you postage and packaging charges on orders below £49 (all orders over £49 include free delivery).

You can share comments and advice with other pet owners in the forums, visit the LovePets blog and social-networking pages and read and write product reviews.  It’s the purrfect bookmark for animal lovers.”

Web User Magazine

5 Stars