Positioning Protexin as leaders in biotics and gut health.
Brand Strategy & Architecture | Qualitative & Quantitative Research | Creative Strategy | Naming & Brand Strapline | Messaging Hierarchy | Tone of Voice & Copywriting | Visual Identity | Packaging Design & Brand World | Typography | Illustration | Artwork & Brand guidelines | Communications | Social Media | Experiential
With a portfolio of over 25 products for dogs, cats, and rabbits, Protexin Veterinary, part of the global human and pet health company, ADM Protexin has a comprehensive range of high-quality supplements that support common issues pets may face.
Having already worked with the brand on an ongoing social comms campaign we were invited to rebrand Protexin Veterinary and the overall Masterbrand. The project, the first refresh in the brand’s 20 year history, encompassed brand strategy, brand architecture, qualitative and quantitative research, brand design, packaging, naming, tone of voice, communications, social media, and experiential.
In 2023, the UK veterinary services market size was valued at £5.7 billion (Ibis World 2023). With 57% of UK households owning a pet (Statista Research Department, Sep 22, 2023) and owners spending more money than ever on their furry friends, the time was right for Protexin to embark on a major redesign and increase sales within this thriving category.
Differentiation was key in a diversifying competitive landscape, so we identified an opportunity for Protexin to build on its existing equity and solidify its leadership in the microbiome/biotic space. The products contain innovative pro, pre and postbiotics giving Protexin an opportunity to own gut health in the animal world.
Our strategic phase of work led to Protexin’s unique brand positioning of ‘smarter pet care, powered by biotics’ which was the springboard for the creative phase.
Protexin Veterinary products are sold to pet owners via vets, so we needed to ensure the branding, messaging, and design was as consumer friendly as possible whilst retaining the efficacy and professional cues necessary to communicate the medical grade nature of the products. The use of white and the Protexin brand blue helps to drive trust, while the introduction of a pastel colour palette helps consumers navigate the range and soften the overall look to give a more friendly, pet-owner focused face to the brand.
The logo has been modernised and simplified, moving from green to a more scientific blue colour and a bolder, more legible font which also ties in better with the other assets on pack. The pet illustrations, which each consist of a simple mono line, help to reinforce the gut health messaging by alluding to the tubular nature of the gut. This is further enhanced by ring motifs which form part of the background design, add a splash of secondary colour and break up the design, and act as a more technical counter to the fluid illustrations.
To further enhance the brand’s biotic credentials, we created a name for the various bespoke biotic ingredients within each product and created a separate logo device to highlight them on pack. Called ‘Petbiotix – Good Gut Health’ the device, which features an illustration of the gut, is picked out in silver foil blocking – premiumising the packaging and increasing the scientific feel of the brand.
As well as rolling out the redesign across their full product portfolio, we have also helped the brand to bring its new look to life off-pack, creating marketing materials for the launch of new product, Serenicare, a calming support supplement for cats and dogs. A range of veterinary & consumer facing materials including leaflets, detailers, posters, social posts and digital assets for Amazon were developed as well as a bespoke exhibition stand for their flagship event, the London Vet show. An island of tranquillity was created within the bustling Excel, London – an immersive show stand to communicate the brand's unique positioning, 'Smarter pet care, powered by biotics.'
“We'd been working with The Space Creative on our comms for nearly 2 years when we embarked on our rebrand with them, so we knew we were in safe hands. Their strategic approach to design has given our brand a unique positioning in the market and one we're immensely proud of. It’s great to see our new look Protexin Veterinary range being so well received by our customers and we look forward to revealing more in 2024. The whole team are not only talented, but also lovely to work with!”
— Kate Rouse, Senior Marketing Manager at ADM Protexin
