The Company of Animals have over 40 years of experience in animal behaviour and wellness, founded by renowned psychologist Dr. Roger Mugford, who famously helped train the late Queen’s corgis.
Pets are a big part of the family these days, and we are very happy to welcome pet care businesses into our circle of ShelfHappy® brands.
Continuing our long-term partnership with Surrey based The Company of Animals, (recently winning a DBA Design Effectiveness award for their PetHead range)See our blog
More recently we’ve helped develop the Coachi® expertly designed training range – which includes lines, whistles, bells and more, making young dog and puppy training easy, approachable and fun!
Suitable for all puppies and dogs 8 weeks plus, the Coachi® dog training range is perfect for tackling the challenges presented to all dog owners, as well as providing innovation to those more experienced, dog trainers and professionals.
Play is truly integral to improving a dog’s way of learning and really helps promote a positive relationship between dogs and their owners. Also, many dogs are not motivated by food or are overweight and not able to have additional food rewards, so reward toys for dogs are the perfect solution.
On the Coachi® brand: “All dogs, regardless of age or breed, require training and at the Company of Animals Pet Centre, we have seen over half a million dogs since 1979 and each one is, like humans, entirely different from the next. What is certain, is training a dog will strengthen the bond between the pet and owner and ensure both parties can settle into a happy, harmonious life together. Play is also essential for cognitive, emotional, and physical development and so, in the interest of animal welfare and happiness, it seemed only logical to combine the two for a positive, balanced, and happy approach to training.”
“Pet owners want to form a loving bond with their companion and make training an enjoyable experience for them both. We focused our proposition on helping buyers to see that having a healthy and happy dog will reward them with peace of mind, and money well spent”. Megan Shelly, Junior brand strategist at F&f.
So when it came to developing the healthy new edible treat range, F&f were perfectly placed to define a clear brand proposition and packaging system.
But the word ‘treat’ can come with negative connotations – assuming them to be unhealthy and unnatural, so a distinctive proposition built around ‘rewards’ was devised.
‘Rewards all Round’ is the new brand message, helping dog owners to identify Coachi’s unique benefits. And in truth, the rewards aren’t just for the pet – good training leads to good behaviour and happiness all round.
“The F&f team is incredibly easy to work with and consistently provides valuable market insights. Their deep understanding of consumer behaviour and what resonates with a broader audience makes them an ideal partner for our brand”. Liz McGuinness, Category Manager at The Company of Animals.
Using F&f’s ShelfHappy® principles, the brand is now a fit for retail differentiation and breaking category codes.
Semiotically, the use of playful graphics, blue skies and a hint of nature goes a long way to indicate the use and benefits of Coachi® as a brand.
Ease of shopping was also key for the range, so a pack architecture was devised to clearly identify the specific functional benefits of each product.
“We’ve had a lot of fun with the Coachi brand, we love that our little dog is running of with the ball (the letter ‘i’) the logo” Says F&f creative Director Alex Durbridge
Coachi® Training Treats launched 29th September – 1st of October 2024 at PATS Pet & Aquatics Trade Show, Telford International Centre.