Petco, the popular pet retailer, has experienced strong sales growth in the last two years and is now making strategic moves to position itself as a leader in pet health care. The company plans to expand its network of veterinary clinics to 140 locations by early 2021, signaling a larger focus on pet wellness. This shift has led Petco to rebrand itself as "Petco, The Health + Wellness Co," reflecting its broader vision of being a comprehensive provider of health services for pets.

The New Logo and Branding

As part of the rebranding, Petco replaced its long-standing logo, which featured the recognizable cat and dog mascots, Mews and Ruff. The new logo consists of the lowercase wordmark "petco," accompanied by "The Health + Wellness Co." in smaller uppercase letters beneath it. The use of deep blue in the logo ties into the company's digital presence, as this color is also featured on their new website, establishing it as the brand's primary corporate color.

Backlash Over the Mascots' Disappearance

The decision to phase out Mews and Ruff from the logo, however, was met with strong criticism from loyal customers. The blue cat and red dog had become beloved symbols of Petco over the years, and their absence from the rebranding upset many fans. On social media, customers voiced their discontent, calling the change a "travesty" and expressing feelings of disappointment.

In response to the backlash, Petco reassured consumers that Mews and Ruff would not be entirely gone. The company clarified that the mascots would continue to represent Petco in its advertisements, though this explanation has not fully appeased the disheartened customers.

The Future of Petco's Brand Identity

While the rebranding signifies Petco’s evolution toward a health-oriented approach, it also highlights the challenges of balancing tradition with innovation. Petco’s commitment to maintaining its mascots in some capacity may help mitigate the consumer backlash, but it remains to be seen how the new identity will resonate with customers in the long term. The focus on health and wellness, however, seems to align with the growing trend of pet care shifting from mere retail to more holistic, service-oriented offerings.