Online pet retailer Pet Circle has launched a bold rebrand, a national advertising campaign, and a new pricing strategy.
The refreshed brand identity, developed entirely in-house, includes a new logo, tone, and visual style designed to reflect Pet Circle’s “quirky” personality and “challenger” spirit. The redesign retains Pet Circle’s iconic teal colour while incorporating bright fuchsia and green accents to add energy and vibrancy. Its new logo, inspired by a pet’s nose, features upward-tilting ‘e’s to evoke the joyful expression of a pet looking up at its owner.
As part of its evolution, Pet Circle has unveiled its Price Beat promise, guaranteeing the best prices on thousands of pet essentials. This pricing strategy forms a core pillar of the retailer’s broader strategy to deliver value for customers.
Jon Wild, Chief Growth Officer at Pet Circle, said the initiative reflects the company’s commitment to improving the lives of pets and their owners.
“Pet Circle’s mission has always been about bettering the lives of pets and their parents. With our Price Beat promise, we’re doubling down on delivering a premium shopping experience and exceptional value, so pet parents spend less time hustling for bargains and more time making their pets’ lives better.”
The rebrand and pricing strategy are supported by Pet Circle’s new ‘Top Dog’ advertising campaign, which highlights the Price Beat promise and celebrates pets as cherished family members. The campaign will run across social media, digital, radio, out-of-home (OOH) and experiential platforms. Over the holiday period, playful street stencils will also appear in popular dog-walking areas across Brisbane, Sydney, Melbourne, and Perth.
Ella Lymbereas, Vice President of Brand and Creative at Pet Circle, said the campaign showcases the retailer’s focus on treating pets as valued members of the family.
“Our rebrand and Top Dog campaign, both managed entirely in-house, are all about turning up the volume on our joyfully quirky personality and celebrating pets as cherished family members who deserve nothing but the best. With our Price Beat promise at the heart of it, we’re showing passionate pet families that they can treat their furry superstars to the very best products with our unbeatable prices. We want to give every pet that cream-of-the-crop-big-boss-cherry-on-top-dog feeling they deserve.”
The rebrand comes as Pet Circle celebrates its third consecutive win of Canstar Blue’s Most Satisfied Customer Award in the Pet Store category.
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