Online retailer Pet Circle has unveiled a rebrand and a national advertising campaign including a refreshed logo, tone, visual identity and campaign slate.

The campaign, dubbed ‘Top Dog’, is rolling out across social media, digital, radio, out-of-home (OOH), and experiential channels. The campaign will also feature street stencils in popular dog-walking spots in Brisbane, Sydney, Melbourne, and Perth. It’s all rolling out over the holiday break.

The rebrand and pricing strategy are supported by Pet Circle’s new ‘Price Beat’ promise, which guarantees the best prices on thousands of pet essentials. This move is in line with the company’s mission to better the lives of pets and their parents.

“Pet Circle’s mission has always been about bettering the lives of pets and their parents. With our Price Beat promise, we’re doubling down on delivering a premium shopping experience and exceptional value, so pet parents spend less time hustling for bargains and more time making their pets’ lives better,” said Jon Wild, Pet Circle Chief Growth Officer.

The refreshed brand identity retains Pet Circle’s iconic teal while introducing fluorescent fuchsia and green accents. The redesigned logo features an organic circle inspired by a pet’s nose, with upward-tilting ‘e’s that evoke the joyful expression of a pet looking up at its parent.

“Our rebrand and Top Dog campaign, both managed entirely in-house, are all about turning up the volume on our joyfully quirky personality and celebrating pets as cherished family members who deserve nothing but the best. With our Price Beat promise at the heart of it, we’re showing passionate pet families that they can treat their furry superstars to the very best products with our unbeatable prices. We want to give every pet that cream-of-the-crop-big-boss-cherry-on-top-dog feeling they deserve,” said Ella Lymbereas, Pet Circle VP of Brand and Creative.

Founded in 2011, Pet Circle is Australia’s largest online pet supplies store. The company offers a wide range of high-quality brands and products, a best price guarantee, free access to vet advice, fast and reliable shipping, and customer support seven days a week. Pet Circle also supports the community by donating food and pet supplies to over 100 rescue organisations across Australia.

The company has won Canstar Blue’s Most Satisfied Customer Award in the Pet Store category for the third consecutive year.