Overview
We future-proofed and accelerated Musti’s Nordic market leadership by uniting multiple brands under one promise: Pets’ Best Friend.
about As the owner of Arken Zoo (SWE), Musti (NO), Musti ja Mirri (FI), Musti Group faced growing pressure from online pure players and grocery giants. Despite leading the region with revenues exceeding €500 million, accelerating growth while strengthening market leadership was a significant challenge. The brief was clear: future-proof the business, strengthen brand equity at scale, and define the role of Pets’ Best Friend across current and future markets.
Challenge After years of rapid expansion, Musti had outgrown its foundation. Multiple brands, fragmented positioning and inconsistent customer experiences made alignment difficult. A 400-page Bain report and extensive interviews confirmed this situation: Awareness wasn’t the issue. Relevance and consistency were. To scale in a €130 billion market, Musti needed one unifying platform to bring strategy, culture and customer experience together.
One cohesive platform A bold ambition demanded a unified foundation. We created one strategic platform to align Musti across markets, employees and every customer touchpoint. This meant defining the brand inside and out: a clear and motivating Employer Value Proposition, a focused Customer Value Proposition, and a distinctive design and communication strategy to bring it all together.
Brand promise
Pets’ Best Friend
More than a tagline. It’s a brand promise that defines who Musti is and the role it plays in people’s lives. A best friend listens, supports and shows up when it matters most. It earns trust. That is the standard Musti sets, for pets, for pet parents and for every colleague serving them. A commitment to prove, in every interaction, that Musti is more than a retailer.
Reframing the customer relationship The brand promise became a strategic narrative, reshaping the relationship between Musti and pet parents at the intersection of empathy, experience and expertise – creating community and belonging. From first-time kitten owners seeking guidance to experienced dog parents looking for tailored support, the promise holds true.
Brand identity
A user-friendly and flexible design system The strategy was brought to life through a distinctive brand identity. We developed a flexible and highly functional design system across the entire omni-channel experience, enabling clear differentiation between categories, price points and product launches. The result was a coherent and consistent brand expression across all markets.
Output
Spreading the promise Spreading the message of Pets’ Best Friend while building a warm, playful and community-driven tone of voice.
Across the Nordics Adapted to local languages in Sweden, Norway and Finland while maintaining one consistent brand expression.
A friendly store The concept was brought all the way into the stores through retail communication, helping build pride among employees and strengthen the sense of community with customers.
Extending the experience online The platform also shaped the e-commerce experience, bringing the same warmth, guidance and personality of the stores into the online shop.
Results
”Hummingbirds has supported us on our Nordic and European growth journey by shaping an omni-channel strategy grounded in new insights. They have also developed a long-term, emotional expression that strengthens our connection with our customers.”
Malin Nygren
Chief Customer Officer på Musti Group
Cases
Musti Group
We future-proofed and accelerated Musti’s Nordic market leadership by uniting multiple brands under one promise: Pets’ Best Friend.
Wise
We helped Wise transform from a house of brands into one unified brand – building clarity, coherence, and confidence across markets, business areas, and touchpoints.
Zeta
We helped Zeta increase awareness, sales and the bond between Sweden and Italy. By telling their story, Zeta went from being 400 products to one unified brand with heart.
Twice
We helped TWICE define their strategic position and establish themselves as a no-nonsense partner globally.
Situation Sthlm
We helped Situation Sthlm turn the tide when the magazine was on the verge of bankruptcy – by telling real stories about real people.
ICA Medis
We helped ICA Supermarket Medborgarplatsen stand out in a fierce market – turning a gray space to a social hub on Södermalm.
Revelop
We helped Revelop transition to a green property developer by clarify their strategic position and establish a bold platform for future growth.
Cederquist
We helped Cederquist accelerate their brand to reflect their expertise, quality, and forward-thinking approach.
