Perfect Pet
Rebrand | Brand Identity | Motion | Internal Rollout
Perfect Pet is one of the UK’s most established pet insurers, with a strong product but a brand that lacked cut through in a competitive market. The project set out to transform Perfect Pet from a brand people liked into one they felt compelled to buy from.
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This rebrand was developed in collaboration with Jam, joining the project shortly after the initial pitch phase and working closely with the Creative Director to evolve the core concept into a fully realised brand system. The focus was on translating research insights into confident, distinctive creative that could live consistently across digital, print and internal brand touchpoints.
Brand identity and motion
From concept to a flexible brand system
The visual identity was refined through typographic exploration, colour development and system building, with motion playing a key role in bringing energy and clarity to the brand.
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Creative decisions were informed by research and centred around the idea of The Owner’s Champion, helping the identity better reflect the motivations of pet owners. The result was a confident, flexible system designed to cut through while remaining purposeful and consistent across applications.
Internal rollout
Building understanding and buy in
To support the launch of the rebrand, a brand presentation and workshop was delivered to over 50 employees. The session introduced the new identity and narrative, helping to build internal understanding, alignment and confidence in the brand.
Brand video (and an award win)
Showcasing the work and celebrating the outcome
A brand video was developed to showcase the rebrand, from concept through to final edit, bringing together identity, motion and narrative into a single piece. It was designed to communicate the thinking behind the work and its impact.
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The video supported an awards submission and contributed to a win at the Prolific North Creative Awards 2025, receiving Winner: Branding and Visual Identity.