ROSYTH, SCOTLAND — UK pet food company Bella + Duke announced its new brand platform that aims to redefine its offerings and focuses on health and wellbeing. The company plans to bring new benefits to customers, expanding from just pet food and adding new services and exclusive rewards to its portfolio. 

Bella + Duke shared that it is continuing its commitment to offer nutritious alternatives to highly processed pet foods, as well as providing expert advice and support on pet nutrition, health and behavior, and products to support pet wellbeing from “nose to tail” including treats and supplements.

The company commissioned brand studio Styles + Partners and packaging designer Chilli to shift the focus of its brand and consumer proposition to the broader concept of wellbeing. In order to accomplish this, the company has new offerings in its re-launch.

“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,” said James Sturrock, chief executive officer of Bella + Duke. “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.”

From puppy training, behavioral and nutritional support there are over 14 unique services and products available through the relaunch. The brand will continue to offer its 100% raw, nutritionally complete meals, as well as its range of natural treats and care products direct-to-consumer through a delivery service or through its retail partner Pets at Home in 460 stores. 

One of the many driving forces behind the new positioning was the independent research conducted by the company which showed that nearly two-thirds (63%) of pet owners say their furry friends boost their mental wellbeing, with a further 63% stating they try to ensure their pet gets the best food and nutrition possible. The brand wanted to ensure that it went “all in for pet wellbeing” the way pets go all in for their owners.

The Bella + Duke team have also invested in its own in-house experts, recently appointing Veterinary Advisor Carolanne Cicero to deliver specialist veterinary support to both customers and staff. According to the company, in-house vet nurses and 24/7 video vet care are one of its most sought-after services with over 600 vet nurse consultations taking place in the last year, and over 6,000 customers signed up to receive free 24/7 video vet consultations.

Visually, the new brand identity has resulted in a revamp of the company’s brandmark, typography, communications palette and distinctive assets to reflect the new proposition. This will be widely rolled out across the brand’s website, packaging, advertising and more in an effort to create a deeper connection with its community of existing customers and entice new ones to join the club.

Sturrock added, “We’re looking beyond the gold standard in complete, nutritionally balanced raw meals and are looking towards being all in for pet wellbeing. We’re thrilled to be confirmed as the United Kingdom’s most nutritious pet food brand and our new bold new creative reflects this as well as allowing our customers to get more out of life with their pets.”

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