From Generic to Brand Tsar:
The Masterpet Story
YEAR
2007 – 2013
CLIENT
Masterpet, wholesale pet products
INDUSTRY
Companion Animal / Retail
SERVICES
ANZ quantitative and qualitative research, branding, strategic positioning, website build, packaging design, video production, content marketing, email marketing
The challenge
Masterpet had great products, but no clear brand identity.
As a pet care wholesaler, they were respected in the trade—but in the eyes of consumers, they blended into the background. The category was crowded, emotional, and highly competitive.
What Masterpet needed wasn’t just new packaging or a campaign. They needed to become a brand-led business, from the inside out.
Discovery
We started with insight.
Working alongside Masterpet’s internal team and brand strategist Simon Hammond, we led the development of Masterpet’s overarching brand strategy—a foundational piece that would shape how every product line showed up in market.
We also ran deep customer research, including one brilliant study into the emotional habits of cat owners and their choices around kitty litter. (Turns out, litter preference is about much more than clean floors—it’s about cat psychology, household harmony, and who’s really in charge).
Across Australia and New Zealand, we mapped the behaviours, barriers and triggers that would shape five core brands.
Design
Over five years, we helped Masterpet bring clarity and power to:
- Vitapet – reliable, relatable everyday pet care
- Trouble & Trix – confident, cheeky, and all about cats
- Blue Planet – simple, trusted aquarium care
- Yours Droolly – fun, loveable dog essentials
- Aristopet – pet health made accessible
Our team delivered:
- Brand architecture and tone of voice
- Logo and packaging design
- Research across AU + NZ markets
- Website builds and eComm content
- Product videos and staff-facing vlogs
- Sell-in tools, training materials, and launch campaigns
We worked side by side with category managers and sales teams, providing boots-on-the-ground execution and high-level strategy.
This wasn’t done at arm’s length. It was shoulder to shoulder.
Delivery
From the start, this was a deep collaboration—between Masterpet’s team, Simon Hammond’s crew, and Spinifex.
Together, we brought consistency and clarity to a complex portfolio.
And we built tools that actually worked—for marketing, for trade, and for every human on the ground trying to get the brand noticed.
Results
- Masterpet transformed into a brand-first organisation
- Vitapet, Trouble & Trix, and Blue Planet became trusted category names
- Yours Droolly and Aristopet launched with strong positioning and confident voice
- Sales teams felt equipped—and proud—to sell
- Retailers deepened their buy-in, thanks to clear branding and better tools
- Masterpet built a future-ready foundation in both Australia and New Zealand
This wasn’t just a rebrand. It was a repositioning of everything they stood for.
Great brands don’t just look the part.
They resonate, they connect, they sell.
We work beside your team to build something that lasts.