Zuru Edge 12 BONKERS

  • Pou Auaha / Creative Director
    Monique Robins
  • Pou Rautaki / Strategic Lead
    Bronwyn Williams
  • Ringatoi Matua / Design Director
    Michael Barron
  • Kaituhi Matua / Copywriter Lead
    Kelly McAuliffe
  • Ngā Kaimahi / Team Members
    Adam Abernethy, Chloe Zhang 张巧怡, King Yan 阎信欣, Paul Groenendyk, Anna Tompkins, Megan Stephens
  • Kaitautoko / Contributor
    Toaki Okano
  • Client
    ZURU Edge

In today's global mass retail environment, consumers are faced with an overwhelming number of choices. This can make it difficult for brands to capture their attention, stand out in the crowd and occupy mental availability.

Enter BONKERS: A super fun, super bold and super pink brand that’s also ‘better for them’. Every aspect of the brand identity and packaging celebrates the uniquely weird and wonderful quirks of the pets we love. We photographed and retouched a full cast of cats and dogs, each expressing their unique personalities and ‘BONKERS’ moments. The pets, flavour, copy and treat illustrations all orbit around our logo that jumps off the pack. Our brand colour was chosen for distinctiveness and to cut through the ‘sea-of-same’ on the pet shelf. Also, what’s more fun than pink?

The response to BONKERS has been overwhelming – by our six-month birthday we had launched into over 12,000 stores globally across 10 retail banners (and still growing!) and received over 12,000 5-star reviews. Our top SKUs in certain markets have been outselling major established brands and our global performance has resulted in BONKERS securing significant range expansion across all markets as the brand heads into year two.