Pet care brand Wiggles redefines positioning with a new brand identity, Lovemark

The pet care brand Wiggles is redefining its position as a leader in the industry with the launch of its new Lovemark brand identity. The move has been made to enhance the company’s customer experience and promote its commitment to caring for pets.

To celebrate its fourth anniversary, pet care brand Wiggles has updated its image, now to be known as Lovemark. About this, the company said-

“Synonymous with the brand purpose and journeying towards becoming India’s committed #PartnerInPethood, Wiggles’ new identity leading with the ‘W’ titled ‘Lovemark’ is inspired by, a heart signifying unconditional love, infinity signifying unending commitment and a tick mark that signifies making smart choices. Wiggle’s Lovemark is symbolic to the unconditional and infinite love and lasting imprints that animals have on humans.”

Wiggle’s new identity, designed by Ideosphere, is smarter and more modern to reflect the brand’s friendly and approachable image. With a mission of promoting responsible pet and animal care so that audiences can understand them better, Wiggles aims to create a better world for pets and animals through science-based products and services backed by experts. This way, pets and their humans can live longer, happier lives together.

Anushka Iyer, Founder and CEO of Wiggles had this to say about the brand’s new identity-

“Pets are our kids for us and always will be an emotion that is now increasingly shared by my fellow Gen Z and millennials. And we want nothing more than our pets to be happy, healthy and safe. With this vision, we started Wiggles in 2018 and set out to revolutionize the pet healthcare industry. Our first logo- which will always be special to me, was about recognising and celebrating the relationship between pets and their human parents. We wanted to convey a brand that acknowledged the spirit of unconditional love in all our offerings and backed by the credibility of veterinary expertise. Our journey over the past four years has been greater than ever expected, we have listened to pet parents across the country and have grown to meet and raise standards of petcare to now offer not only pharma but also food and treats, health and wellness and even services.”

She also added-

“Our mission of doing right by pets and animals has always been deeply rooted in all that we do, even if it means constantly going above and beyond because we believe in doing right by our pets and community animals- from the day they come home to seniority. And that is what our new identity is all about as it is a rebranding that is holistic and not just by means of design. Our new Wiggles Lovemark is a visual signifier of our passion and commitment to not just unconditional love but also making the smart choices forever for our pets and animals, because they deserve nothing less than our best, always.”

Aniruddha Atul Bhagwat, Co-Founder and CEO of Ideosphere, spoke about crafting a Wiggle’s Lovemark-

“It is always challenging to define a differentiated space in a cluttered, highly competitive industry, like the booming pet care space. We wanted to ensure the new brand identity complemented the core purpose of Wiggles, to be better towards pets and animals, and for the identity and messaging to be able to connect to the emotion, passion and story of the Wiggles brand. It was truly a collaborative journey of discovery with the Wiggles team, and we are excited to see how the audiences respond to the change.”

Prashant Kohli, Vice President of Brand Strategy at Wiggles, stated-

“The brand refresh goes far deeper than the visual identity and messaging. The strategy that led to this identity, forms the guiding and organizing principle for our business and helps chart a growth path. We’ve started our journey by reframing and re-organizing Wiggles from a product and service brand to a 360 ecosystem for pet care, built as a house of brands. Driven by animal lovers, pet parents, and experts who’ve dedicated their professional lives to reimagining pet care in the country, we understand firsthand the problems that plague this category. We’re super excited about consolidating, launching, and growing sub-brands that solve the most critical and relevant problems for Indian pets and their humans – from good, clean, healthy nutrition to holistic, compassionate, smart health care and more.”

With the new brand identity and messaging, Wiggles hopes to create a better pet care experience for both pets and their humans. The company also looks forward to expanding its product offerings and services.

It is sure to be an interesting journey with Wiggles redefining pet care in India and our animals have never had it better! So, keep your eyes open for what’s in store as Wiggles continues to make sure you and your pet are living the best life possible.

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