Bremen – Vitakraft, one of Europe’s leading pet care specialists, is unveiling a comprehensive brand relaunch. Based on global market research involving approximately 15,000 respondents across six countries, the long-established Bremen-based company has developed a new brand promise, a revamped corporate design, and a restructured product portfolio. The relaunch marks a decisive step: from a product-driven supplier to an emotionally anchored consumer brand.
Strategic Background: From Product to Brand
Vitakraft has a corporate history spanning nearly 200 years and ranks among the best-selling pet brands in international retail within its core categories. The company has recognized that product strength alone is not enough to generate brand loyalty—especially in a market environment increasingly dominated by private labels and an overload of information.
Furthermore, many consumers are familiar with individual Vitakraft products—such as the Cracker or the Beef Stick—without consciously associating them with the umbrella brand.
Establishing this connection and giving the brand a clear, distinct profile is the central goal of the relaunch.
“In recent years, we've noticed that while many pet owners know and buy our products, they don’t consciously perceive Vitakraft as a brand. With this relaunch, we’re going to fundamentally change that,” explains Sarina Hamann, Managing Director & CMO of Vitakraft.
A reinvented brand promise: Guidance instead of overload
At the heart of the relaunch is a new brand promise: “The most stress-free way to take good care of your pet.”
“Pet owners today are confronted with a flood of products, opinions, and recommendations—which can quickly become overwhelming. This is an issue that the pet industry has barely addressed so far. With our relaunch, we want to position ourselves as a brand that doesn’t add to the pressure, but instead provides guidance, simplifies the shoppping experience, and makes reliability something you can experience firsthand,” says Sarina Hamann.
The new brand claim sums up this attitude: “Well done.”—A deliberately simple phrase that works on three levels: as praise for the pet, as a statement of quality about Vitakraft products, and as confirmation of the pet owner’s purchasing decision.
A claim that resonates in international markets as well, thanks to culturally adapted localization rather than a literal translation.
New Corporate Design: Simplicity Creates Clarity
The new visual identity consistently aligns with the brand message in favor of a clearer and more streamlined look. The redesigned logo gets rid of with 3D elements, the previous wave motif, and the heart symbol that has defined the brand for years. Blue and white remain the core brand colors, but will be used more prominently in the future. They will be complemented by vibrant accent colours that convey a sense of lightness. The typography is also clearer; an expressive secondary typeface visualizes the brand’s linguistic character.
The new design will be rolled out across all relevant touchpoints—from packaging and POS to the website and social media.
Added value for retailers: Better navigation, increased sales potential
For retail partners, the relaunch brings a structurally revised, focused portfolio with a clearly legible shelf layout. The new packaging design is based on the actual decision-making criteria of consumers at the shelf—not on product logic. Market research shows that pet owners can find their desired product significantly faster with the new design. This improved navigation leads to higher consumer satisfaction and ensures a more pleasant shopping experience.
As a result, Vitakraft expects both a sustainable strengthening of customer loyalty and the targeted acquisition of new buyer groups. The focus is particularly on consumers who have previously relied exclusively on established premium brands and who, thanks to Vitakraft’s sharpened brand profile, now have a reason to switch brands.
In addition, the brand will in the future also target pet owners who have not previously considered Vitakraft in their purchasing decisions.
Rollout Plan: The Path to the New Brand Identity
The new brand identity will be introduced in phases: The first visible changes at the company headquarters in Bremen are planned for late summer 2026, and the social media channels will be updated starting in November. The first product line featuring the new design will be launched in September 2026.
About Vitakraft
Vitakraft has been developing and manufacturing pet products since 1837 and is one of Europe’s leading pet brands. Its product range includes items for dogs, cats, birds, and small animals—developed with nearly two centuries of pet care expertise. Headquartered in Bremen, the company employs nearly 1,100 people worldwide, has its own branches in 20 countries, and exports to more than 50 markets globally.
Press Contact
Johanna Mueller, Vitakraft
Head of Communications & Corporate Communications
Email: Johanna.mueller@vitakraft.de
Phone: +49 (0) 175 4374562
Jana Alfke, Fluent AG
Team Lead, PR & Communications
Email: Jana.alfke@fluent.ag
Phone: +49 (0) 177 3245120