Discovery

A partnership of longevity continues between packaging design agency, Percept, and Hypro Pet Foods, an established pet food innovator.

With product growth and sales growth as key objectives, a purpose-driven brand discovery workshop session was set in motion. This session served as the cornerstone of our partnership, guiding the collective effort to reveal the essence of an exciting new ‘Be Frank’ brand.

Through strategic branding exercises, we delved into the aspirations that would define the brand identity and creative directions that not only resonate with pet owners but also reflect Hypro’s commitment to honesty, transparency, and compassion. These pillars set the tone for the brand positioning, brand identity and ultimately the product packaging design to distinguish Be Frank in a crowded marketplace.

Strategy

Highly experienced in brand identity, Percept’s purpose was clear, and the process commenced with a comprehensive analysis of Be Frank’s market landscape.

Percept unearthed the unique qualities stemming from the Hypro mother brand, which served as the foundation of the brand positioning. Premium quality ingredients, sustainable practices, and a dedication to pet well-being resonated with Be Frank’s target audience. These elements not only validated our decisions, but also provided a framework for crafting a compelling narrative that tells the unique Be Frank story across all elements of the brand identity.

As retailer partnerships grew, the brand strategy and architecture continually evolved, demonstrating that the initial decisions were grounded in market research insights that align with Be Frank’s overarching goals. The execution would prove successful when the brand identity and product packaging design was rolled out across the ever-expanding range.

Positioning

Brand identity specialist, Percept, crafted the core brand house;

Brand Naming — Be Frank

Brand Stance — Be Frank is a family-owned, Australian pet food brand that cares. Using experience and transparency, we have crafted industry leading quality for your pets, made with care, time and time again.

Brand Story — Be Frank, is a brand by one of the few family-owned pet food producers in Australia. We are all about the care and quality we put into our products. Using a blend of premium Australian ingredients for complete and balanced recipes. We’re proud of what goes into every bag of our pet food, and we’re committed to being 100% transparent so you’ll always know what you’re feeding your pet.

Brand Proposition — A truly honest, family-owned pet food company from the heart of the Hawkesbury Valley.

Brand Tagline — Honest pet food.

Brand Identity

The Be Frank brand identity is fuelled by multiple design disciplines to create a compelling contrast to the market. At the heart of the brand identity lies a simple yet commanding stacked wordmark, symbolising the brand’s stature and independence.

Bespoke illustrations of furry friends allow the brand identity to stand out in a market oversaturated with pet photography, adding warmth and character to the brand identity. Be Frank’s photography focuses on the ingredients themselves. Through layered styling, the product packaging design has an elevated feel, creating a visual narrative that draws the eye and showcases the detail of the ingredients.

The colour architecture serves as the identifier across the product packaging design, infusing each SKU with its unique essence and personality for that particular flavour. Round icon devices are sleek and minimalist, communicating the key benefits of each product with succinct clarity. These elements carefully underscore the commitment to innovation and customer satisfaction, propelling Be Frank to success within the pet food market.