The Sound Of Pedigree

Pedigree wanted a sound as recognisable as its yellow rosette, one that lived up to the brand's Feed the Good purpose and the relationship between dogs and the people who love them. It had to work everywhere, from a two-second sonic logo to a full brand track, and it had to be built around the brand's creative principles: vibrantly joyful, engagingly real, innocently simple. That ruled out anything overproduced, anxiety-inducing, or overly nostalgic. It had to feel like a loving home.

The core is an upright piano, warm and homely, played for a tone that feels innocently optimistic rather than polished. Underneath it we built a bed of real, recorded sound: collars rattling, food pouring into bowls, sniffs and grunts captured in our own doggy recording sessions, so the identity is grounded in sounds that are genuinely familiar to dogs and pet parents alike. A human whistle acts as a recurring call-to-action, standing in for the relationship between a dog and its owner. Live drums hold a steady, human pace, closer to a dog walk than a click track, while strummy acoustic and electric guitar add texture and an organ brings some soul and timelessness to the mix. The result is a three-note sonic logo, Pe-Di-Gree, that expands into a full-length brand track structured as a day in the life of a dog: breakfast, walkies, nap time, and the evening walk.