Barkers brand identity

Do you speak dog?

Pets at Home were looking to create a new brand for a high street store, initially in dog-loving Wilmslow, Cheshire. The pilot store needed to play an active role in the local community and have a unique feel. We developed the brand positioning ‘We’re Barkers for dogs’ based around the store name. It set the right tone for a brand that is crazy about dogs.

From the hanging dog tag sign to a tone of voice speaking directly to dogs, the brand is fun and unquestionably for canines. We worked collaboratively with Path on the store interior, ensuring the brand experience was seamless. In-store communications and the website were made truly distinctive with illustrations from the hugely talented Giulia Sagramola. Small touches such as a local dog walking map and a dog picture gallery made this store truly local.

The pilot store is exceeding all expectations and plans to roll out nationally are underway.