PPF

A lot has happened at Partner in Pet Food (PPF). It recently acquired a new majority owner, CVC Capital Partners, which plans to accelerate the company's expansion across Europe. The company continues its strategy of premiumization, which means focusing on higher quality and value products and continually improving the health benefits of its products, which is important to customers and their pets. The rebranding that PPF has undergone is thus part of a broader strategy that includes acquisitions and expansion into new markets, which aims to strengthen its position as a market leader in Europe. The rebranding is intended to support the company's continued growth and its ability to generate growth. And rebranding also means creating a new web presence.

Creating a website for a large brand is not easy, as the amount of people involved in the whole process is many, and there are many levels of requirements to meet. Still, we were given a relatively free hand, as well as enough input to get into the creative process without any problems. The biggest challenge for us at this stage of the project was to incorporate the still incomplete and still in-progress concept of the new branding into the web design, which is a relatively common occurrence when a brand is undergoing a transformation in this regard and needs to make changes on several fronts at once.

Our web design was eventually created in the branding supplied by KNKTR, which did not become the client's final choice. However, in a competitive environment, you can't wait for anything, and we wanted to talk through the actual design in our initial session, where we talked through the next steps, described what was working and what to change.

A combination of factors led to our web design not making it to the next stage of development. There was some involvement in the change of branding supplier, but also different expectations from the development process and deadlines. The original plan meant using our resources to the fullest, which resulted in a budget that couldn't be moved around enough to keep the project profitable. So the final site was eventually delivered by another company and on a much more relaxed deadline, which of course made us regret that we hadn't reached similar terms with the client.

Still, the joint effort produced some beautiful concepts that would have been a shame to keep in a drawer. The client appreciated our creativity and proactive approach, but it doesn't always work out.