Wild Pack’s New Branding Is Of An Elevated Pedigree

The mere-exposure effect is a psychological wonder in which people develop a liking or dislike for things simply because they are familiar. Because of this very effect, humans gravitate towards adopting pets that look similar to them. Thus, we develop a deep connection with our animals that feels more familial than we'd probably like to admit. 

And, just as we care for our family, we often provide for our pets with an even more admirable sense of devotion than we might our human relatives. Because of this pet-based commitment, raw dog food has become increasingly popular with pet owners in the last few years, with owners now seeking out minimally processed, natural diets that emulate their dog's ancestral eating habits. 

Studio Drama recently worked with Wild Pack to create a brand identity system for the new dog food brand. "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," shares William Richardson, co-founder and creative director of Studio Drama. "One singular ambition drove all of this work: To take the lead in the raw revolution." 

The identity system began with the naming. Studio Drama sought to create a name for the brand that encapsulated the free-spirited nature combined with a sense of trustworthiness. "The name perfectly encapsulates Wild Pack's brand essence. "Wild" captures the ethos and attitude, embracing pets' wild nature and celebrating their instinctual behaviors," states Richardson. "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."

In addition to the clever yet dependable name, the packaging system leaves behind the cliched pet food tropes with a typographically driven design. The two-toned color palettes for each product create a strong presence, and by removing airbrushed dogs and "perfect" food props, humans can now purchase food reminiscent of their own. Thus, it reiterates that pet parents treat their pets as family members, not animals. 

"Wild Pack purple was deliberately chosen as the core color. The lively secondary color palette aims to stand out within the wider dog food category. The array of colors is guided by food packaging cues (e.g., red for beef, green for lamb)," mentions Richardson. "This accentuates the diverse range of flavors and aids consumer navigation in retail settings—a win-win." 

Even beyond the lively colors, the typography, in certain instances, is intentionally off-kilter, adding a sense of energy and adventurous nature to the brand. The visual identity is perfectly imperfect, emulating the same feeling of owning a pet in its messy yet lovely glory. Studio Drama has beautifully created a visual identity for Wild Pack that is ideal for pet owners who love their dogs, and especially for the pet owners who love their dogs because they look (and maybe act) just like them.