Kiwoko · Animalis
Sophisticating a worldwide retailer petcare offer
Overview
Maybe the Emefin Group’s name doesn’t ring a bell. Still, this family-owned group has become a major player in the pet care industry through the acquisition of leading retail brands worldwide—such as Animalis, Kiwoko, Superzoo and Superpet to name a few. Our collaboration began with the redefinition of their pet food portfolio and, since then, our partnership has continued to grow. This time, we created their non-food portfolio at an international level—no small feat, but the pawsitive outcome speaks for itself.
Services
Brand architecture
Brand identity
Brand strategy
Illustration
Industrial design
Naming
Packaging
POS
Storytelling
Verbal identity
Visual identity
Challenge
How can you build a cohesive ecosystem of transactional brands within a global group that operates through market-driven retailers? The answer lies in a global brand strategy. Working alongside pet care experts, we developed a robust brand endorsement model under a ‘house of brands’ approach. This strategy allowed us to create a structured brand architecture that highlights the unique value of each private label while establishing a cohesive narrative built around their shared commitment.
Proposal
With “Petexperts”, we established a unifying concept that provided a clear structure anchored in ‘Tailored Pet Development’. This strategic foundation allowed us to create five independent brands, each addressing a specific need within the pet-care ecosystem while maintaining a cohesive identity. Some of them are:
Leeby: comfort and dining essentials for pets.
Tootoy: engaging toys for joyful playtime.
Gotoo: high-performance gear for pet adventures.
This meticulously structured brand architecture does more than organise products—it establishes a seamless, intuitive experience for pet lovers, retailers and, most importantly, their furry companions.
