A strategy for global disruption

ZURU is one of the world’s fast growing companies, bent on disrupting stale industries, and categories.

With sectors spanning toys, FMCG and tech, we were tasked with collating the three completely separate industries, ways of working and 5,000 team members across 30 global locations, into one powerful and meaningful brand umbrella. A brand strategy to not only present to the world, but also build the internal brand. We developed a masterbrand strategy, story and tagline, along with ownable language to help excite and drive engagement and performance of internal teams, as well as potential recruits.

The result was a new driving purpose, with a shared vision to ‘Reimagine the products we use, the way we play, and the places we call home’. And a compelling tagline of ‘Tomorrow Reimagined’.

After this project, we worked on the ZURU Edge brand - the organisation’s FMCG business. We undertook the brand strategy, tagline, tone of voice, story and brand language.

Following that we developed the naming, positioning, story and language for Rhodes Pet Science - ZURU’s pet division.

Finalist - Best Awards 2022 (Life at ZURU employer brand)