Petdirect, New Zealand’s leading online pet retailer, has been recognised at the 2025 Designers Institute of New Zealand Best Design Awards, receiving Silver in Large Brand Identity for its brand identity work created with Special Group.

The award acknowledges the strength of Petdirect’s distinctive visual and verbal identity, which launched in 2023 under the “We get pet” platform. Originally created by Special Group, the brand has since been evolved and expanded by Petdirect’s in-house marketing and design team across every touchpoint — from digital to retail.

“Our goal has always been to build a brand that truly gets pets and the people who love them,” said Taylor Jones, Head of Marketing and Customer at Petdirect. “Special laid a great foundation for the identity, and our team has continued to develop and bring it to life in new ways as we’ve grown — from our first store opening to national campaigns and our Pet Perks loyalty programme.”

The recognition at the Best Design Awards celebrates the collaboration between agency and in-house teams in building a brand that reflects Petdirect’s mission to make caring for pets easier, more rewarding, and a little more fun.

For more information about the Best Design Awards, visit bestawards.co.nz.

About Petdirect

As New Zealand's #1 Kiwi-owned pet retailer, Petdirect is dedicated to dogs, cats, and the people who love them. Reflecting its ‘We get pet’ philosophy, Petdirect provides expert advice through its online blogs and consultations, a curated range of high-quality products. Kiwi pet parents can shop online for nationwide delivery, set up convenient Autodeliver for their essentials, and visit a growing network of physical stores, including the flagship in Takapuna. Members of the Pet Perks loyalty programme earn rewards and can turn their spend into Airpoints Dollars™.

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