Creating Compana Pet Brands for Unified Brand Identity
The ChallengeMannaPro approached HBX with a strategic challenge to create a new brand identity to house their portfolio of brands. This pet and livestock provisions company - through years of growth and acquisitions - had become the masthead of a house of brands. To take the next steps in business growth, they sought to demote MannaPro to its' rightful place as a consumer facing entity and give their house of brands a new organized and professional identity.
The Solution
Having worked on many of the MannaPro brands, HBX utilized its knowledge of the brands' personalities and equity while being tasked with a fresh name for its' new house of brands. Multiple rounds of name storming were carried out to arrive on Compana Pet Brands - an ownable play on the word companion, following MannaPros vision to provide people the tools they need to nurture their companion pets. After the name was established, a tagline was created to drive home their mission with a succinct and memorable line; we nurture what you love.
With naming and positioning established, HBX set out to create an identity that spoke to Companas purpose. An emblem logo was created using the four main companion animals served by the Compana brands: horses, dogs, cats and chickens. The animals fit tightly into one another using negative space to convey a nurturing quality. A full suite of brand stationery, sales materials, internal organizational materials, and activation items were then created to launch Compana into the future with opportunity for growth.
