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Lintbells is a high-quality, naturally-sourced pet supplement producer which had grown quickly by targeting the show and working dog communities, gathering a strong and loyal following.

With plans to expand into the mainstream pet market, it had identified the need to unify its portfolio under a strong corporate master brand. Coley Porter Bell was tasked with repositioning Lintbells to ensure its relevance with its varying audiences, to review its brand architecture and to overhaul the corporate and packaging identity to align with the new vision.

A full contextual audit led us to a number of positioning territories that were refined in a Visual Planning Workshop and subsequently optimised for research. Consumer feedback led us to the positioning ‘visibly full of life’ placing Lintbells as the facilitator for maintaining and rekindling the joy of owning a healthy, happy pet. It also reinforced the key product benefit of visible results. A review of the brand architecture helped make sense of naming and range hierarchy to ease navigation and aid clarity. For example, Yumpro was renamed YuDigest to make its benefits more explicit.

The design solution covered all brand touch points from printed and digital collateral to packaging. We evolved the logo and colour palette to provide a natural, fresh and vibrant feel. The letter forms of the logo were redrawn to balance the brand’s approachable personality with its scientific rigour, mixing straight edges and curves. The rest of the visual identity flows from the logo, leveraging the petals to provide dynamic blocks of colour and holding devices, whilst the cut of the typography informs secondary elements such as icons and lozenges.

The result is an identity which sets Lintbells apart from its clinical and generic competitors. It has created value in the corporate master brand, whilst providing clarity, unity and impact amongst its extensive product range. Launching at Crufts 2016, the identity was very well received by employees and loyalists alike.