Strategic Branding & Brand Identity
Discovery
Strategic branding specialist, Percept, was approached by Australian pet food company, Hypro, to improve the design of their brand identity.
In collaboration with the major stakeholders of Hypro (the Mother-company of various pet food brands), Percept set out to redefine Hypro’s market positioning, with the first step being an in-depth brand identity assessment workshop.
This all-inclusive session was facilitated by Percept to audit the competitive landscape and delve right into the existing brand identity for Hypro Pet Foods. The workshop was successful in uncovering the critical issues that were limiting the company’s growth. This thorough and practical approach enabled us to identify key opportunities for differentiation, and spotlight areas that required immediate attention.
Strategic branding was developed by closely examining external competition and internal challenges. From those findings, a robust foundation was laid for a compelling new market positioning and brand identity that perfectly aligns with the newly defined vision, values, and long-term strategic goals for the company.
Percept developed strategic branding using a carefully refined process that works through a series of focused extraction exercises, that when distilled, become the brand’s core essence.
These exercises involve plenty of client input, enabling a resonant brand archetype to be defined, from which an authentic brand tone of voice was crafted, and then a clear brand focus was also established.
The brand identity was guided by the key pillars that emerged from the strategic branding process. As a result, the strategic branding is deeply rooted in Hypro’s core values, ensuring that it was relevant to current market demands while being aligned with the brand’s long-term ambitions in order to make sure the brand identity would be enduring.
The foundations from the strategic branding addresses a positive way forward and gives Hypro a market positioning that is primed for sustained growth and global leadership as a brand in the pet food industry for many years to come.
Brand Positioning
Strategic branding agency, Percept, then crafted the core brand house to form their brand positioning;
Brand Vision — To inspire a passionate community of pet owners with safe, nutrient-rich products.
Brand Mission — To become the global leader of innovative and quality pet food, made with care in the heart of Hawkesbury Valley, Australia.
Brand Values — P E T S
P Proud Our Identity
E Experienced Our Knowledge
T Transparent Our Belief
S Safe Our Promise
Brand Manifesto — Proudly Australian with decades of experience, Hypro
are innovating safe and nutritious pet foods on a global scale.
Brand Offering — Based in the heart of the Hawkesbury Valley in NSW, Australia, Hypro are the industry leaders of innovative and quality products that have been trusted and loved by pets and their owners for over 20 years.
Brand Proposition — From the heart of the Hawkesbury Valley, to the heart
of your home. We’re experts in quality pet food.
Brand Tagline — Pioneers in pet food.
The brand identity has been crafted to symbolise a shield, representing the brand’s unwavering commitment to restoring and maintaining customer trust.
The bridge accent, inspired by the historic Hawkesbury River, serves a dual purpose — honouring the brand’s deep-rooted heritage while cleverly functioning as a pet collar, symbolising Hypro’s dedication to the well-being of pets.
The brand identity also features a wordmark that is a harmonious blend of tradition and innovation, with the ‘Pro’ element emphasised to reflect the brand’s professionalism and forward-thinking nature.
The colour palette has been carefully chosen to be both welcoming and distinct, fostering a sense of warmth, trust, and recognition. The photography style captures genuine, heartfelt moments between pets and their owners, particularly during the golden light of sundown, ensuring a real, consistent, emotionally resonant brand presence is felt across all visual touchpoints.
