The Purrrrfect brand
Whiskas Vietnam new logo and visual identity X Elmwood
Whiskas, established in 1936 and owned by Mars within the pet care category, is globally recognized for its commitment to creating a world where all cats purr more through their delicious offerings. In their latest brand update, they worked together with Elmwood Brand Consultancy, ensuring the maintenance of their leading position. The new identity, first noticed in 2021, officially made its way to Vietnam in early 2024, emphasizing Whiskas' adaptability through brand localization in the country and the broader Southeast Asia region.
Whiskas, a legacy brand with more than nine decades of history, was originally called Kal Kan at its beginning. The name Whiskas took over the brand in 1988, making it a more appealing name for consumers, and the brand has grown into a worldwide symbol of cat care, driven by innovation and a strong commitment to nutrition.
Another major turning point in the brand's life occurred in 2003 when Whiskas transitioned its branding from red to purple, a color uncommon in the pet food industry at that time. Mars wanted a unique and memorable color to ensure Whiskas stood out on shelves. This shade of purple was carefully chosen and even called "Whiskas Purple," becoming a signature color that, over time, consumers have come to associate exclusively with Whiskas products.
Whiskas has successfully navigated the Vietnamese market since the early 2000s, part of Mars's Southeast Asia expansion. Today, it holds a strong position in Vietnam, focusing on wet and dry cat food. This strategic expansion, along with robust brand recognition and a widespread distribution network, has made Whiskas a preferred affordable to mid-range option for Vietnamese pet owners who value both quality and taste. The brand’s ability to adapt to both global standards and local preferences is evident. The recent Elmwood branding refresh, which reached Vietnam in early 2024, infused the local market presence with new vibrancy, showcasing Whiskas' continued relevance and appeal.
The initiation of Whiskas' global rebranding journey, guided by Elmwood, was sparked by insights from market research that revealed a need to bridge the gap between its old identity and the expectations of a modern, digital-first marketplace. This rebranding effort aims to refressh Whiskas, transforming it into a brand that not only claims effective physical shelf space but also secures a special place in the hearts and minds of pet parents. By adopting a digital-first approach and engaging with consumer culture, Whiskas is positioning itself for renewed relevance. Rooted in a comprehensive understanding of consumer perceptions and market trends, alongside the enduring bond between cats and their caregivers, this strategic pivot seeks to sustain Whiskas' position as the category leader in the global market.
The transformation of Whiskas' logotype, particularly the evolution of the new 'W' letter, symbolized a significant leap forward in the brand's visual narrative. The redesigned logotype, with its refined curvature and modern aesthetic, captures a brand that is both timeless and contemporary. The reimagined 'W', evolving from merely a letter to an engaging visual symbol, mimics a cat's mouth. Combined with the refreshed cat face mark, it creates a deeper emotional connection with the audience, moving beyond just text to communicate more intuitively with pet owners.
Central to the rebranding effort was the decision to retain Whiskas' distinctive purple color, now with more emphasis, supported by lighter and darker tones, and patterns featuring the cat face in purple wherever possible. This move preserved the brand's heritage and recognizability, ensuring continuity amidst change. This purple color, synonymous with Whiskas, serves as a beacon on the shelves, instantly drawing the attention of consumers and distinguishing Whiskas from their competitors. The visual consistency of using the brand's color across all physical and digital presences reinforces its identity, making Whiskas not just a product, but a symbol of trust and quality in the pet food industry.
As Elmwood states, the star of the show is the cats represented through Tommie —the name of the cat on Whiskas packaging—now with fresh perspectives, infusing the new identity with personality and charm. Tommie, with her expressive big eyes, has become the face of Whiskas, embodying the brand's spirit and its commitment to enriching the lives of cats. By featuring Tommie across various brand touchpoints, Whiskas has established a memorable and emotionally engaging narrative, connecting with consumers on a personal level and reinforcing the special relationship between pets and their families.
Besides the new logo, Whiskas purple, and Tommie, Whiskas has also introduced a delightful new brand voice that captures the power of "purr." With playful puns and a dedication to feline happiness, the tone is catchy and lighthearted, aimed at bringing joy to cat lovers everywhere. This brand voice comes to life through communications in the friendly and engaging Tisa Sans typeface, chosen for its humanist qualities, which strikes the perfect balance between contemporary and timeless. Augmented by a rich mix of illustrations, iconography, and captivating cat photography, these elements collectively enrich the brand's personality and character. Together, the refreshed verbal approach and visual identity harmonize to unveil a more inviting and 'cattitude'-filled identity, perfectly poised to advance the brand's legacy.
The rebranding also included an overhaul of Whiskas' packaging design, where the Elmwood team strategically employed the principles of pop, pace, and pull to captivate and engage consumers. The "pop" was achieved through the strategic use of the iconic Whiskas purple color, creating a visually striking presence on store shelves that stands out and captures attention directly. The "pace" aspect was brought to life by placing Tommie at the heart of the packaging design, using her expressive personality to convey variety and quality, reminding pet parents of the heartwarming moments shared with their feline companions.
Lastly, the "pull" was realized through a clear navigation system on the packaging, incorporating bold text, a color coding system, and expressive iconography that simplifies the shopping experience, guiding consumers effortlessly to their preferred product choices. This thoughtful redesign not only rejuvenated Whiskas' shelf appeal but also reinforced its market position as a brand that understands and caters to the nuanced needs of pet parents and their beloved cats.
The resulting brand communication, with the integration of digital and physical assets, played a crucial role in the comprehensive rebranding effort undertaken by Whiskas. This strategic blend was aimed at creating a seamless brand experience that resonates with consumers across all touchpoints. In the digital realm, Whiskas leveraged high-quality animations, interactive content, and a robust online presence to engage with pet parents in a dynamic and meaningful way.
These digital initiatives complement the physical aspects of the brand, such as the redesigned packaging and outdoor advertising, ensuring Whiskas maintains a consistent and compelling narrative both online and offline. This harmonious integration of digital and physical elements not only enhances the brand's visibility but also reinforces its position as a forward-thinking leader in the pet care industry, adept at navigating the complexities of modern consumer engagement.
All in all, the culmination of Whiskas' rebranding efforts has resulted in a brand identity that is unmistakably Whiskas, yet refreshed and realigned with the expectations of a new generation of pet parents. This transformation is evident in the brand's ability to maintain its core essence while introducing innovative elements that appeal to a broader audience. The rebranding not only revitalized Whiskas' image but also reinforced its commitment to quality, innovation, and the deep bond between cats and their owners. This rebranding arrivel in Vietnam also highlighted how Whiskas has seamlessly integrated its global heritage with the nuances of local markets dynamics, reinforcing its position as a trusted brand among Vietnamese pet owners through a strategic blend of international quality and local relevance. This successful rebranding story reflects Whiskas' enduring legacy and its adaptability in the face of evolving market dynamics.
Credits:
Executive Creative Director: Kyle Whybrow | Head of Client Partnerships: Sheila Buchet | Client Partner: Charlotte Bennett | Senior Account Manager: Lily Lyth | Chief Provocation Officer: Greg Taylor | Strategy and Provocation Officer: Esther Hastings | Head of 2D and 3D Animation: Oli Minchin | Senior Designer: Sam Povey | Senior Designer: Jack Bannerman | Senior Designer: Mike Preston | Senior Designer: Mimi van Helfteren | Design Director: David Walsh | Animator: Doug Brown
