Fellows: Joy of life for people & pets
At the point of sale, emotions decide, not ingredients. We turned Fellows from a product into a lovebrand: with clear brand codes, emotional imagery and a presence that stands out on the shelf immediately.
The pet market is fiercely competitive. If you don’t convince immediately, you lose the grab at the shelf. Fellows didn’t need a new recipe, but a brand that emotionally reaches pet owners and clearly differentiates at POS.
The relaunch at Interzoo convinced trade audiences and retailers alike. Fellows is establishing itself step by step as a lovebrand: Emotional, consistent, unmistakable.
Interzoo relaunch
Product lines at launch
Insects as a protein source
Questions about this project
What was the task at Fellows?
The pet market is fiercely competitive. At the point of sale it is not ingredients and product promises alone that decide, but above all emotions. For many people pets have long been beloved family members they want to spoil and care for as well as possible.
Fellows therefore did not need a new recipe but a brand that creates an emotional bond with pet owners. IDEENHAUS made the product’s potential visible and developed Fellows into a genuine lovebrand.
What did IDEENHAUS do for Fellows?
Together with BrandTrust, IDEENHAUS developed the brand strategy and translated it into a complete brand experience – from brand design and packaging design through to tone of voice. The trade fair appearances and implementations, among them Interzoo, were designed by IDEENHAUS as well.
How was the relaunch received?
The relaunch premiered at Interzoo 2024 with four product lines and met with a strong response from trade audiences and retailers alike. The new brand world made Fellows visible and tangible right away.
With its focus on insects as a protein source, Fellows also takes a pioneering role in a forward-looking segment of the pet market.
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