Eric Schweizer
Project
Lecky Redesign
Year
2023
Services
How do you bring the special bond between people and dogs to life through a brand?
For Lecky, a Swiss brand known for its high-quality dog treats and chews, the brand positioning was sharpened and the visual identity fundamentally redefined. At the heart of the project was the unique connection between dogs and their owners – and the moments when that bond becomes tangible.
Trust, mutual understanding and shared experiences shape the relationship between people and dogs. This bond is particularly evident when a dog looks up at its owner in anticipation, full of trust and excitement for a reward.
That moment became the emotional heart of the brand: the Lecky moment.
Because a reward is more than just a treat. It strengthens the bond between dogs and their owners, accompanying them as they learn and grow together.
Lecky aims to be recognised not just as a provider of high-quality dog treats, but as a partner in the special relationship between dogs and their owners.
The new brand concept puts the Lecky moment centre stage and translates it into a distinctive visual identity. Red defines the brand’s appearance, reflects its Swiss heritage and creates strong recognition at the point of sale. The Schweizer umbrella brand reinforces the quality and care that Lecky stands for.
Lecky thus combines high-quality products with genuine connection, turning little rewards into special moments shared by dogs and their owners.
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