Built on care, designed for growth. Musti Group had grown into the Nordic market leader in pet care, with Arken Zoo in Sweden, Musti in Norway and Musti ja Mirri in Finland. But rapid expansion had created a fragmented brand landscape, with different positions and customer experiences across markets. To continue growing in an increasingly competitive category, Musti needed a shared foundation that could strengthen the business, build brand equity and bring the organisation together.

This called for more than a new identity. We created a unified brand platform built around one simple promise: Pets’ Best Friend. A promise designed to define Musti’s role in people’s lives and shift the relationship from retailer and customer to something more meaningful – combining empathy, experience and expertise to help pet parents give their animals the best possible life.

The platform brought together Musti’s Customer Value Proposition, Employer Value Proposition, brand strategy, communication and visual identity into one cohesive system. A flexible design language was developed to work across categories, price points and product launches, while creating a warmer, more playful and recognisable expression across every touchpoint.

From campaigns and retail environments to e-commerce and everyday communication, Pets’ Best Friend became a shared idea for the entire organisation. Adapted across Sweden, Norway and Finland, the system allows each market to speak its own language while remaining unmistakably part of the same brand – turning Musti’s scale into a stronger, more consistent and more human customer experience.

“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