Pets at Home

Making a big splash in store.

As a concealed area in store, the Pets at Home Aquatic offering was experiencing reduced appeal against its small animals counterpart (largely due to the tactile nature of rabbits and the like).

Truth’s brief was to generate footfall to the area whilst also supporting interest from children, and educating parents about the complexities of fish care.

We devised a sub-brand and a suite of characters to communicate the appeal of temperate fish but also as vehicles to educate parents whilst managing the buying process for children.

Brand Identity


Increased footfall to the aquatics area in-store, a previously less loved area for pet purchasing.