UK supermarket Asda has relaunched its own-label pet food, changing the packaging to reflect the consumer shift from pet ‘ownership’ to pet ‘parenthood’.

The pet food brand, ‘Hero’ for dogs and ‘Tiger’ for cats, has been moved away from its previous budget image. The packaging includes images of expectant pets waiting to be fed and is now more colourful, using lighter shades to reflect Asda’s brand purpose: ‘Providing brighter living within everyone’s reach.’

Branding, design and communications agency Stormbrands was enlisted to design the new packaging, create brand guidelines and work on point-of-sale activation.

Creative Director Zoe Phillipson said: “We wanted to make sure this work delivers against what we’re famous for: energising brands to move mindsets, markets and culture.

“We’re excited to see how the new range can change current consumer shopping habits and perceptions of own-label offerings by capturing ‘swing shoppers’ and creating a destination brand for Asda.”

Responding to the new pet food design, Justine Jackson-Hickling, Head of Own Brand Design at Asda, said: “Stormbrands’ response to reposition and redesign our much-loved Tiger and Hero pet brands was spot on from the very beginning. The clarity of thinking and clear rationale they demonstrated throughout their work was invaluable, particularly given the complexity of the category and range.

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“Their bold and brave thinking really pushed us to see the true potential of these much-loved brands. They have defined a strong, modern and relatable identity for Tiger and Hero that allows us to continue to build strength across our portfolio of own brands.”

The packaging sector generally has moved towards creativity in recent years. Hiring data analysed by GlobalData, Packaging Gateway’s parent company, found a 77% increase in hires relating to individualism and expression in the packaging sector since 2017.

Our signals coverage is powered by GlobalData’s Thematic Engine, which tags millions of data items across six alternative datasets — patents, jobs, deals, company filings, social media mentions and news — to themes, sectors and companies. These signals enhance our predictive capabilities, helping us to identify the most disruptive threats across each of the sectors we cover and the companies best placed to succeed.