When Inspired Pet Nutrition (IPN) brought Butcher’s Pet Care into the family, they inherited more than new brands and sites – they inherited a dedicated team of people. We’d just finished working with the Butcher’s team of 400, capturing their feelings about what it meant to belong and thrive there. The result was warm, human and full of pride. IPN didn’t want to lose that. But they also needed something that spoke directly to their own purpose, their ambition to be a global leader in pet nutrition and worked for the established teams already driving the business at Thirsk and Kinmel.

Our job was to take the look and feel we’d created for Butcher’s and evolve it into something that felt distinctly IPN. We brought the same sense of warmth and humanity to help provide clarity, excitement, and purpose for the teams delivering across the business. Everything was wrapped around their existing purpose: “we create happiness” – a simple yet powerful way of describing how their people fuel the brand from the inside out, which we could weave through everything we created. With a refreshed version of their internal brand guidelines and brand-new assets, we could get to work on updating an entire band of assets that would support the team in delivering their 2025 people strategy. From reward and recognition templates to office wall concepts, location timelines to social templates and website pages.

The result is an employer brand that feels like it could only belong to IPN. “We create happiness” now underpins the full colleague journey – from recruitment to onboarding, from learning to leadership – creating one clear, consistent story across all employee assets. The thread that runs through it all aims to celebrate their people and ambition in equal measure. It’s warm, practical and distinctly human – giving IPN the tools to deliver on their purpose: to create happiness, for colleagues as well as customers.