Take a walkies on the wild side 🐾
Introducing Wild Pack—a playful brand identity for a new raw dog food brand, that believes we're all at our best when we embrace our wild side.
For chums of a different pedigree
We partnered with the prominent UK pet parent, Georgia Toffolo, to establish a groundbreaking raw dog food brand.
While our dogs are endless sources of joy in our lives—the stuff we feed them is grey, grim, and lifeless. Wild Pack believes it's time we put the same care into our dogs’ diets as we do our own, with raw ingredients that celebrate their wild side.
In recent years, the rise of raw dog food has been significant, showing no signs of slowing down. Pet parents are seeking minimally processed, natural diets that aim to emulate their dog’s ancestral eating habits.
Our task involved creating a unique brand from the ground up, starting with naming and brand strategy, and extending to the complete development of a brand identity and packaging system. One singular ambition drove all of this work: To take the lead in the raw revolution.
What's in a name?
In truth, a lot. The name perfectly encapsulates Wild Pack’s brand essence. "Wild" captures the ethos and attitude, embracing pets' wild nature and celebrating their instinctual behaviours.
"Pack," on the other hand, signifies nourishment for pets, the physical packaging, and can even act as a call-to-action for their audience—urging everyone to join the Wild Pack!
The brand's wild spirit is visually mirrored in the ‘wonky’ lowercase 'i' and adaptable logo lockup system.
A product first brand world
Central to the brand identity is the product and packaging design itself. Typographically-led and systematised layout replaces the tired clichés of mainstream pet food. Gone are the airbrushed dogs and ‘perfect’ food props. Wild Pack’s visual brand takes cues from wider lifestyle and medicinal design trends to embrace honesty and distinction in the pet food space.
The brand intentionally maintains a strong presence on the front of the packaging, strategically designed to catch attention in outdoor campaigns, online platforms, and within in-store freezers.
This approach permits the pack-shot to double as a logo asset in various communications, serving as a potent and impactful sign-off for a brand introducing itself to the world.
To underscore Wild Pack's commitment to transparency, ingredient listings, usually relegated to small print on packaging backs, now prominently grace the packaging fronts.
Brand toolkit with a wild style
For Wild Pack to lead in the raw revolution, every facet of the brand toolkit must reflect this commitment.
Wild Pack purple was deliberately chosen as the core colour. The lively secondary colour palette aims to stand out within the wider dog food category. The array of colours is guided by food packaging cues (e.g., red for beef, green for lamb). This accentuates the diverse range of flavours and aids consumer navigation in retail settings—a win-win.
The toolkit is further amplified with a modern interpretation of the idiosyncratic British grotesque typeface style. Grotesques are most commonly known for their irregular and awkward forms (hence the name). The typeface utilises ‘wild’ alternate characters to infuse personality into headlines. A visual manifestation of their tongue-in-cheek tone-of-voice. Boasting a range of weights and styles aiding articulation and brand recognition on everything from collars all the way to campaigns.
Every element of the brand toolkit has been designed to align with the Wild Pack brand philosophy. All the way down to the icon set, which takes visual cues from the logo.
Each pack employs iconography to signify its primary ingredient, combined with vibrant colours. This fosters semiotic robustness and distinctiveness within the category, assisting consumers in navigating flavour choices.
So often, brands discover their purpose by finding their enemy—for Wild Pack, that was the brands that prioritised convenience over pet nutrition. Something most mainstream canned and kibble brands have been doing for decades. This led Wild Pack to adopt an underdog attitude and an unprocessed, unfiltered, and unstoppable tone of voice. Just as we embrace our pets' wild side, their communication is real, opinionated, and never holds back.
Wild Pack adopts a perfectly imperfect, pop-flash photography style. Drawing inspiration from reportage and behind-the-scenes aesthetics, it captures candid moments and narrates authentic human stories. Aligned with the brand's adventurous and revolutionary character, it offers a distinct visual approach for showcasing products, people, ingredients, and pets.
Designing for the World Wild Web
Primarily being an eCommerce brand, its application across digital and social applications was paramount. Everything from animation behaviours to UI elements takes on the spirit of the brand.
These applications echo Wild Pack’s revolutionary ethos, welcoming a community of pet parents who champion unapologetic authenticity and a healthier lifestyle for their furry companions.
The vibrant narratives and unfiltered essence of Wild Pack radiate on social media.
The brand's feed functions as a canvas for its bold identity, encompassing everything from product showcases to insightful advertisements.
Distinguished by vivid colours and a playful tone, Wild Pack stands out not only within the raw pet food category but also across the broader spectrum of kibble and canned options.
Signed, sealed, delicious!
Initially focusing on direct-to-consumer operations, Wild Pack takes a holistic approach to branding that extends to delivery, products, and packaging. Their commitment to sustainability is evident in their 100% recyclable packaging, maintaining products frozen on doorsteps throughout the day.
The experience is further complemented by bespoke tapes and stickers that proudly convey the brand's unique tone of voice.
Even the tape itself is paper and fully recyclable, so Wild Pack can leave the smallest paw-print on the planet.
Raw dog food is just the beginning for Wild Pack. The brand was strategically developed to accommodate broader ambitions, including expanding into additional food lines and a comprehensive lifestyle brand. This way, every pet and their parent can seamlessly integrate the Wild Pack into every facet of their lives.
In parallel to raw pet food's popularity is the broader trend of premiumisation within the pet industry. In basic terms, pet owners are now more willing than ever to invest in the well-being of their beloved animals.
So naturally, the Wild Pack community will want to showcase their allegiance to the brand. From dog bowls to caps. Being part of the Wild Pack can be people as well as pets.
After all, who could resist owning a stylish pair of Wild Pack sliders, right?
