Global pet healthcare and pharmaceutical manufacturer, Beaphar, created quite a buzz at Interzoo 2018, using the event to launch their new brand identity, as well as some exciting new products.
Beaphar, which last year celebrated its 75th anniversary, began as small business with just 15 people and has grown into a global company with over 500 employees. While it may have grown bigger, the founding principal of family has remained, and has been the inspiration behind the new global branding strategy, which includes a new logo and a new strapline, ‘Because pets are family too’.
Roland Huggett, UK Sales Manager, said: “Following a year of celebrations for our 75th anniversary, the new branding strategy represents another exciting step forward for Beaphar, and we were delighted to be able to share it with our trade customers at Interzoo 2018. Visitors to the Beaphar stand were surrounded by the new branding, which was greeted with enthusiasm.”
Taking centre stage alongside the new strapline and logo – which now has a more rounded font, and new orange and magenta tones alongside to the iconic Beaphar red to represent the wide spectrum of pet solutions Beaphar offers, and reflects the warmth and approachability of family – were the company’s three ‘hero images’, which are entitled ‘Comfort’, ‘Teamwork’ and ‘Smile’. A new product brochure and a brand story leaflet were also produced by marketers from across the Beaphar group especially for Interzoo.
Amy Laura Hepworth, Global Brand Manager, explains: “Beaphar has been expertly guided over the past 75 years, and we wanted the new branding to be a step forward in terms of design, but also reflect the brand essence of quality, expertise, service and trust, as well as the core of the business – family.
“The logo, the strapline and the hero images are the three key elements of our new branding strategy that will lead all the Beaphar Commercial Offices worldwide down a single road. The changes to the logo – adding in the warmer orange and magenta tones, and rounded font – make it powerful, clear and emotionally attractive to consumers, while our hero images all show scenarios and evoke feelings that are instantly recognisable to pet-owners, helping us create a stronger bond with our customers that will ensure they rely on Beaphar again and again for all their pet’s needs. All of this is synthesised in the new strapline – ‘Because pets are family too’ – reflecting Beaphar’s ethos and brand values which have been with the company since 1942. To create accessible, affordable, quality healthcare products that consumers can trust.”
Alongside the new brand identity, Beaphar showcased several exciting new product developments. Beaphar Lactol, which has new packaging and an enhanced formulation, was given its global launch, having been revealed in the UK at PATS Sandown 2018. Also on stand were two new flagship product ranges, Beaphar CatComfort, a pheromone range to help reduce stress and anxiety in cats, and Beaphar Canishield, a collar for dogs which gives lasting protection against fleas, ticks and sand flies. Both ranges will be available in the UK later this year.
Roland Huggett said: “All the visitors and Beaphar customers I spoke to were especially pleased to see the fresh branding in combination with the latest product launches, which they felt created a really powerful consumer offering. Indeed, several of Europe’s larger pet retail chains verbally committed to the new ranges straight away, which was a convincing vote of approval.”
UK customers will see a gradual rollout of the new brand identity, with the Beaphar UK website and social media channels having launched the new branding alongside the Interzoo launch. New packaging designs will follow over the next few months and years, as the company goes through the transition phase.
For more information about the Beaphar brand visit beaphar.co.uk
