Coachi Expert training range

Tasty and healthy rewards for youngsters – puppies that is!

The Company of Animals have over 40 years of experience in animal behaviour and wellness, founded by renowned psychologist Dr. Rodger Mugford, who famously helped train the late Queen’s corgis.

Continuing our long-term partnership with The Company of Animals, (recently winning a DBA Design Effectiveness award for their PetHead range) Family (and friends) recently helped develop the Coachi expert training range – which includes lines, whistles, bells and more, making young dog and puppy training easy, approachable and fun!

So when it came to developing the healthy new edible treat range, F&f were perfectly placed to define a clear brand proposition and packaging system.

But the word ‘treat’ can come with negative connotations – assuming them to be unhealthy and unnatural, so a distinctive proposition built around ‘rewards’ was devised.

‘Rewards all Round’ is the new brand message, helping dog owners to identify Coachi’s unique benefits. And in truth, the rewards aren’t just for the pet – good training leads to good behaviour and happiness all round.

“Pet owners want to form a loving bond with their companion and make training an enjoyable experience for them both. We focused our proposition on helping buyers to see that having a healthy and happy dog will reward them with peace of mind, and money well spent”.  Megan Shelly, Junior brand strategist at F&f.

 “The F&f team is incredibly easy to work with and consistently provides valuable market insights. Their deep understanding of consumer behaviour and what resonates with a broader audience makes them an ideal partner for our brand”. Liz McGuinness, Category Manager at The Company of Animals.

Using F&f’s ShelfHappy® principles, the brand is now a lot fitter for retail differentiation and breaking category codes. Semiotically, the use of playful graphics, blue skies and a hint of nature goes a long way to indicate the use and benefits of Coachi as a brand. Ease of shopping was also key for the range, so a pack architecture was devised to clearly identify the specific functional benefits of each product.

 “We’ve had a lot of fun with the Coachi brand, we love that our little dog is running of with the ball (the letter ‘i’) the logo”Says F&f creative Director Alex Durbridge.

COA’s in house design team have been developing the off pack. Look and feel based on guidance from F&f

Coachi Training Treats launch this week 29th September – 1st of October 2024 at PATS Pet & Aquatics Trade Show, Telford International Centre.