big fish®

Skinner’s is one of those great unsung heroes amongst heritage brands. It has quietly supported working dogs and those who live and work with them in the British countryside for generations, earning it a place in the hearts and homes of millions of British households.

Roger, Tim and their team kindly entrusted us to help them develop a new identity for the business – one that would do justice to their long-held values, as well as the quality of their products and service. We quickly realised that Skinner’s was very different to other pet food brands: going beyond the food to nourish the partnerships we have with our dogs and celebrating the spirit of those who are born to be outdoors.

This became its rallying cry and the life force of the brand – uniting everyone from working dogs and family pets, to park runners and gamekeepers – and it gave us the thread that united their heritage with looking to the future…

We brought their iconic Field & Trial range for workings up to date, and worked with them to position and create a new Get Out & Go! range, for a new generation of active dogs (and their owners).