Perfect Pet
The Perfect Pet Insurance Rebrand
With over 20 years experience, Perfect Pet is one of the UK's most established pet insurers. Insuring cats and dogs from 4 weeks old with no upper age limit, Perfect Pet provides comprehensive cover and peace of mind for pet parents.
The Challenge
Perfect Pet is a successful business but was a less than perfect brand. It ticked all the boxes in terms of cover and price but in a highly competitive marketplace not enough people were aware of the brand, and even those who were, interest wasn’t converting into consideration or compulsion.
Our challenge was to transform the brand from one that people like into one that they feel compelled to buy from.
The Solution
Brand Strategy
Branding
Web Design Concept
Our extraordinary thinking
Through qualitative and quantitative research, we identified that awareness was low and that the visual identity was regarded as relatively weak and passive to audiences. But interestingly, when we shared the Perfect Pet proposition, interest grew massively. From our research we knew the product was strong, the issue was with the brand’s identity.
We needed to create a visual and written identity for Perfect Pet that was more energised and had more cut through while retaining an air of trust and professionalism and avoiding some of the category cliches around a reliance on images of cute and cuddly pets.
We created a bold brand visual and narrative that not only created cut through in a highly competitive market but took Perfect Pet from likeable to buyable, by showing audiences that Perfect Pet always Does The Right Thing.
At the heart of this narrative is a single, universal idea: The Owner’s Champion, which puts pet owners at the forefront of the brand’s story. While pets rely on their owners, it’s the owners who rely on Perfect Pet for the best insurance.
To bring this idea to life, we leveraged user-generated content (UGC) photography featuring real owners and their pets, reshaping Perfect Pet’s presence and shifting the focus from pets alone to the people who care for them.
A key element of the rebrand is the dynamic ‘Perfect Power P’—a bold, flexible brand mark that serves as a window into the endless possibilities of pet ownership. Designed for versatility, the ‘P’ seamlessly integrates across digital and physical touchpoints, from social profiles and aggregator sites to key brand partnerships, ensuring a consistent and impactful brand presence.
The result? A rebrand that not only elevates Perfect Pet’s presence but truly champions the owners at the heart of every pet’s story.
The solution
- Restructured messaging and propositions, with more of a focus on the things that drive purchase rather than likeability.
- Supported shoppers with straightforward and uncomplicated language.
- Made sure everything was expressed through the lens of Perfect Pet’s unique culture and capability – everything we offer was made more purposeful, relevant, productive and beneficial.
- Compelled people to act – make people want to find out more and have strong calls to action across all content streams.
- Demonstrated that we’re made of the right stuff and on the same wavelength as pet owners.
- Restated our brands’ role, positioning Perfect Pet as the Owner’s Champion rather than the owner’s friend.
Delivered
- Qualatitive and quantative research to establish audience’s perceptions and understanding of the brand
- Audience identifiation, evaluation and targeting – pragmatisits and researchers
- Crafted a narrative that spoke to our audience’s needs – Purposeful, Energetic and Straightforward
- Created a dynamic brand identity that cut through the category norm
- Website design concept
