Pets at Home wanted to revisit their own label packaging. We proposed they develop their own brands for each category to raise sales. We created numerous brands across food, treats, clothes, accessories, toys and bedding, one of these brands was Ruff and Tuff.

They were aware that many dog owners were looking for toys that were more durable and long lasting. They developed a range of tougher toys that could stand the test of teeth. We were challenged with creating a brand to communicate their strength. Ruff and Tuff launched in 2009 to great acclaim, with its strong, masculine feel and the two crazy characters, it dominated the dog toy shelf. See more brand launch examples below.

Results: The development of in house brands raised sales significantly. Between 2010 & 2014 the value of the business increased by £275m when it was floated, the subsequent 18 months saw the share value rise by 45%.