Animed

Specialisms

Brand Strategy

Branding

CVS, a leading provider of veterinary and pet services across Europe, partnered with CHS in 2022. Among their brands is Animed, a one-stop online shop for pet owners, delivering everything from prescription medication to food and accessories, directly to their doorstep. With a focus on quality products, competitive prices, and convenience, Animed ensures pet owners can find exactly  what they need, when they need it.

In 2023, CVS saw the potential for Animed to become a leading challenger in the pet retail market. Their aim was to position Animed as a trusted pet retailer and the go-to online destination for a wider range of pet supplies.

However, Animed’s existing brand—focused heavily on value and associated primarily with medication—was limiting its ability to achieve this. To overcome this, CVS enlisted CHS to refresh the brand’s identity and unlock new opportunities for growth.

Our research into the pet retail landscape uncovered an interesting tension: while pet owners seek expert advice for reassurance in their pet parenting decisions, their pet purchases are primarily driven by convenience and value. The market has responded with a strong focus on price and promotions – leaving a gap for a brand to introduce trusted, authoritative expertise into the pet e-commerce space.

This was the perfect opportunity for Animed. Backed by CVS and its veterinary excellence, the retailer had a unique advantage in building trust around its products. Leveraging this, we crafted a new brand strategy that encapsulated trust, quality, and pet-centred care.

This was brought to life in a new, sophisticated visual identity, moving away from the value-driven colours and discount-heavy messaging to an elegant, professional but friendly look.