Scottish pet food brand, Bella + Duke, the UK’s leading raw pet food company, has unveiled a new brand positioning focused on holistic pet wellbeing.
The company aims to shift pets away from ultra-processed diets by offering nutritious raw meals, expert advice, and a range of products supporting pet health.
The rebranding, developed with Styles + Partners and Chilli, emphasises Bella + Duke’s expanded services. These include puppy training, behavioural support, and nutritional guidance, available through home delivery or at Pets at Home stores.
Research by Bella + Duke revealed that 63% of pet owners believe their pets improve their mental wellbeing, inspiring the company’s new “all in for pet wellbeing” approach.
The brand has invested in in-house experts, including Veterinary Advisor Carolanne Cicero, to provide specialist support.
The company’s new visual identity features a bold redesign of its logo, typography, and colour palette, reflecting its commitment to nourishing pets “from the inside out”.
James Sturrock, CEO at Bella + Duke said; “The original vision of Bella + Duke was always to improve the lives of our pets through good nutrition, but we recognised that wellbeing goes far beyond what’s in their bowl.
“Through our new benefits and services we’ve evolved into a full pet wellbeing brand, we’re addressing the broader needs of cats and dogs, ensuring they receive the best care throughout every stage of their life.
“We’re looking beyond the gold standard in complete, nutritionally balanced raw meals and are looking towards being all in for pet wellbeing.
“We’re thrilled to be confirmed as the UK’s most nutritious pet food brand and our new bold new creative reflects this as well as allowing our customers to get more out of life with their pets.”
Corrine Myers, Managing Director at Styles+Partners, commented: “Bella + Duke are on a transformative journey with an ambitious vision that is already coming to life.
“Engaging with their customers revealed just how life-changing their products and personalised services are. This isn’t just a rebrand; it’s a heartfelt commitment to doing right by their community.
“The new positioning sharpens Bella + Duke’s focus for future business decisions and developments. The tone of voice is strategically crafted around the core pillars that matter most to their customers, delivering support with empathy and a playful spirit.
“The new vibrant colours reflect the fresh, nutritious ingredients that define their food. The typography showcases their personality. Together, we have created a powerful verbal and visual brand that will elevate connections with new and existing customers, propelling them confidently into the future”.
Jess Kaye, Business Director at CHILLI UK, said: “When Bella + Duke came to us for help with their packaging design, we were thrilled to work with such a progressive brand. They are a true challenger, faced with an exceptionally busy category, and an emotional one at that.
“Working together with Styles & partners we have created a distinctive Visual Identity with bold use of colour and typography for real impact.
“This is an identity that works in both a noisy retail environment and the D2C business ensuring customers get a consistent experience wherever they purchase the brand.”
