HUSNI PETFOOD
Transitioning from B2B to B2C with a Structured and Bold Brand Identity
HUSNI PETFOOD CO.
Husni Petfood Co. is a renowned B2B pet food manufacturer specializing in freeze-dried pet food for the Chinese market. With decades of expertise and a commitment to quality, Husni has made a significant impact in the B2B and OEM manufacturing space. However, their B2C brand, “Freezy’s”, was struggling to create a clear and compelling brand image in the consumer market.
The brand was already on the market, but its image and brand category design were unstructured and confusing, with 14 flavors all having different color systems.
Challenge
The challenge was to transition Husni from a B2B pet food manufacturer to a recognizable B2C brand. This required a complete overhaul of Freezy’s brand identity, including its logo, color system, and key visuals. The goal was to create a modern and bold identity that would stand out in the market and appeal to both local and imported product consumers.
Solution
WellPal Creative was hired to help Husni make this transition. We employed our signature tools, WellPal Signature Visuals™ and WellPal Ideation & Prototyping (WIP)™, to transform Freezy’s into a structured and compelling brand.
WellPal Signature Visuals™
We started by restructuring the brand architecture for Freezy’s into a clear 3-category system, each with a distinct color and visual identity. This allowed the different flavors to be organized under these categories, creating a more coherent and understandable structure for consumers. We then redesigned the brand identity, creating a modern and bold logo and color system that would help Freezy’s stand out in the market.
WellPal Ideation & Prototyping (WIP)™
Using our WIP methodology, we prototyped and tested the new designs, ensuring they resonated with consumers and accurately represented Freezy’s brand values. This iterative process allowed us to refine the designs and ensure they were effective before moving to production.
Our work with Husni Petfood Co. showcases WellPal Creative's ability to transform a brand and facilitate a successful transition from B2B to B2C. By understanding Husni's unique challenges and leveraging our signature tools, we were able to create a brand identity that not only stands out in the market but also drives sales and business growth.
strategy tools used
Results that Speak
Following the production of the new bags and implementation of the design, Freezy’s saw a clear surge in recognizability and sales, according to the Husni team. This demonstrates the power of a well-structured and compelling brand identity in driving business success.
One of the significant challenges we faced was the restructuring of Freezy’s brand identity. The existing identity was fragmented, with 14 different flavors each having their own color systems. This lack of cohesion created confusion and made it difficult for consumers to associate the products with the Freezy’s brand.
To tackle this, we used our WellPal Signature Visuals™ solution to create a unified and compelling brand identity. We designed a modern and bold logo that encapsulated the brand’s essence and stood out in the market. The color system was also revised to bring consistency across the product range while still allowing for differentiation between the flavors. This restructuring was a meticulous process, requiring a deep understanding of the brand, its values, the market, and its target audience.
Creating a brand archetype is a crucial step in shaping a brand’s personality and determining how it communicates with its audience. For Freezy’s, we identified the “Rebel” and “Jester” archetypes as the most fitting. The “Rebel” archetype represents a brand that challenges the status quo, while the “Jester” archetype represents a brand that brings joy and fun. These archetypes were in line with Freezy’s mission to disrupt the pet food market with its unique, high-quality products and its desire to bring joy to pets and their owners.
These archetypes influenced the new identity, and the company’s future marketing story, and campaigns. They helped in shaping the brand’s voice and tone, the style of visuals, and the overall messaging. The challenge here was to ensure that these archetypes were consistently represented across all brand touchpoints. This required a strategic approach to content creation and marketing, ensuring that all communications were aligned with the brand’s archetypes.
With a plethora of SKUs, it was essential to create a clear and understandable category architecture for Freezy’s. The existing structure was cluttered and confusing, making it difficult for consumers to navigate the product range.
We addressed this by implementing a clear 3-category system, each with a distinct color and visual identity. This allowed us to group the different flavors under these categories, creating a more coherent and understandable structure for consumers. The challenge was to find an overlapping pattern that could be used to structure the SKUs. This required careful analysis of the product range and a deep understanding of the consumers’ perception and shopping behavior.
The result was a simplified and intuitive category architecture that not only made it easier for consumers to find what they were looking for but also strengthened the brand’s identity by creating a consistent visual language across the product range.
