Wagstaffs set to add bite to Winalot range

Spillers Petfoods is due to unveil the first of a new brand identity for its Winalot dog food range. Wagstaffs is responsible for design work.

The rebranding will include all mixers, canned ranges and biscuit brands, with the more premium ranges to be rebranded as Winalot Specials.

“Dog owners have warm, emotional feelings about Winalot,” says Kate Sullivan, Wagstaffs associate director. “With recognisable icons like a healthy, active golden retriever and green visual imagery, it’s very much about real food for real dogs.

“Our strategy is to take the brand’s emotional triggers and apply them in such a way that gives Winalot authority. The newly introduced roundel allows Spillers to unite its dog food portfolio under one flexible umbrella brand,” she says.

The consultancy won the work in a four-way paid creative pitch. Ziggurat, PI Design and an unnamed consultancy were believed to be in the running.

Wagstaffs has also developed new packaging for British Bakeries’ entire 60m Mothers Pride morning goods range. New scone packs (pictured below) came out this week.

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