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Monday, February 6, 2023

Wiggles revamps its positioning with a new brand identity ‘Lovemark’

Homegrown pet care brand Wiggles introduced a refreshed brand identity as it turns 4. The brand stated that the 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.

Conceived by Ideosphere for Wiggles, the new identity is designed to reflect the brand’s friendly, and approachable vibe. With a mission of driving responsible pet and animal care by enabling audiences to understand them better, the brand is focused on creating a better world for pets and animals by providing expert driven, backed with science products and services to ensure that pets and their humans live their healthiest, happiest lives.

Anushka Iyer
Anushka Iyer, Founder & CEO, Wiggles

Detailing about the brand’s new identity, Anushka Iyer, Founder and CEO, Wiggles said, “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.”

“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.” Anushka concluded.

Aniruddha Atul Bhagwat
Aniruddha Atul Bhagwat, Co-Founder and CEO, Ideosphere

Speaking on crafting Wiggles’ Lovemark, Aniruddha Atul Bhagwat, Co-Founder and CEO, Ideosphere said, “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
Prashant Kohli, Vice-President, Brand Strategy, Wiggles

Prashant Kohli, Vice President, Brand Strategy, Wiggles said, “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-organising Wiggles from a product and service brand to a 360 ecosystem for petcare, built as a house of brands. Driven by animal lovers, pet parents and experts who’ve dedicated their professional lives to reimagining petcare in the country, we understand first hand 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.”

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