Applaws

Applaws is a natural pet food company developing 100% natural food. They are passionate about seeing pets thrive on healthy food, to see their eyes sparkle and for each animal to grow to be the best that they can be. The Applaws brand was born in the UK in 2006 and, after proven success, they launched their company and product offering in Australia in 2012.

Competing in a saturated market in Australia and New Zealand, the company was suffering from low brand recognition amongst an enormous range of price points and quality disparity in the pet food market. The Applaws team approached TOAST to put together a sustained strategic marketing programme and manage Applaws’ overall strategy to help the brand build a greater share of market voice which, if effective, would grow the brand’s awareness and ultimately gain sales traction in both the Australian and New Zealand markets.

Through delving into the company’s belief systems and core purposes, whilst mirroring the importance of remaining a globally competitive brand, the fresh Applaws visual identity was conceived by TOAST. This new brand activation held the potential to achieve exceptional brand exposure across multiple channels and generate their business growth and recognition in the Australian and New Zealand markets.

Through our strategic research we identified that Applaws is unique in the pet food industry given their focus and unwavering attention to fresh, natural ingredients. Using excellent quality meats, they offer 100% natural wet foods with no additives or fillers. However, this is a claim that is easily stated and oft-declared by multitudes of brands, so we needed to clearly communicate the validity of the product quality to Applaws’ market. To combat this and inject their claims with evidence, TOAST designed packaging that was translucent - pet food bags with a see-through window allowing purchasers to see the product inside and recognise the natural ingredients that are used.

Accompanying this packaging redesign, TOAST devised the tagline ‘Good. Well. Happy.’ This simple statement encapsulates the key pillars of their brand, pet and owner values.

Always striving to help all pets live the best lives they can, Applaws is an experienced and trustworthy pet lover; offering natural, simple food they are a GOOD brand. By purchasing Applaws food, pets are healthy, their lifestyle is improved and their coat is shiny, thus the pet is WELL. And with a healthy pet, owners are content that they are making the right choice for their pet and giving them quality food, resulting in a HAPPY pet owner. Our team communicated these brand values in both the tagline and the redesigned packaging, providing Applaws with a reputable and engaging new brand with a clearly outlined set of core values.