wanpy

A meaningful rebranding for a Chinese pet food brand. Design highlighted the significant value of the brand-new symbol and unified the brand image as a whole.

As the pet food brand under the China-pet gourp branch and with tens of years history, Wanpy has build a consistent quality and reliable brand image for the consumers. In order to extend the market as well as getting closer to the modern and younger audience, Wanpy wants to renew its brand image. The strategy of the rebranding is based on the two keywords of succeeding and reforming. Within tens of years business, the existing brand image of Wanpy has been memorized by its past consumers, and parts of the brand identity have became Wanpy’s brand asset. Through our research, we clarified the most important brand assets of the existing brand identity: the brand red color and the badge-like brand logo. However, because of the hard and sharp shape of the logo and the uncertainty of the meaning, the existing badge shape logo shows a serious and conservative image, especially with the dark red brand color, generating a feeling of distance. Regarding of the issues of the existing brand image, the goal of the reforming is clear: We want to break the cold and distanced brand image by adjusting the shape of the logo and graphic, what’s more important, to present the brand-new symbol with conceivable meanings, which can be the brand’s value that appreciated by the consumers. “Pet is our friend and our family” is Wanpy’s brand proposition since the beginning. We believed that the importance of our friends and family is about communication, which is the key to bring everyone closer and create the harmony. The interpreting of the communication leads to the design of the dialogue box shape logo, which succeeded the existing visual recognition of the brand, on the other hand, empowered the brand with deep and appreciable meanings. With the brand-new logo, the softer and rounder font, the brighter color, and more importantly the meaningful connotations, Wanpy has revived a younger and more vibrant brand image for the future.

The goal of the rebranding is to succeed the exiting visual recognition and reform it to a younger and newer brand image with valuable and appreciable connotations.

“Pet is our friend and our family” is Wanpy’s brand proposition since the beginning. We believed that the importance of our friends and family is about communication, which is the key to bring everyone closer and create the harmony. The interpreting of the communication leads to the design of the logo naturally.

We wanted to break the traditional limited use of the logo, and integrated it with different and flexible platforms, to present a unique and fun brand experience for the audience.

We want to integrate the branding within our daily lives, presenting it with intimate emotions, to convey the brand value more deeply and strongly.