Making mid-tier best in show

What we did:

Brand Strategy
Creative Strategy
Verbal Identity
Visual Identity
Brand Guidelines

The Brief

Customers are either opting for own label or pampering their pooches with something more premium. We’re losing relevance somewhere in the middle. Can you help?

The Insight

Mid-price was the no-mans-land of the pet food category and Wagg were in dangerous territory. Following suit of the ‘masstige’ brands disrupting categories elsewhere, Wagg were well placed to take the lead as the savvy, down-to-earth alternative offering everyone and their dog good quality at a keen price.

The idea

Get tails wagging again with a playful brand that owns the universal visual sign of a happy, healthy dog.

The name was the perfect starting point, but the existing design was just begging for a new look and feel with all the personality of our furry friends.

“The name inspired the new brand mark and a completely new direction for photography. We stepped away from the repetitive and cliquish dog images typically seen across the category and instead chose a broad selection of tails to celebrate all dogs, from man’s best friend to best in show.”

Martin
Creative Director

Dog food can be a busy, confusing category, so we designed a clear pack architecture and range navigation that made Wagg simple to shop for customers new and old.

For Wagg's treat range we dialled up the fun while losing none of the clarity.

Unpretentious, playful and rational – how Wagg communicates is as important as how it looks. We evolved Wagg's tone-of-voice to speak the dog's honest truth.

“To add value and ownability to the brand it had to stand for something meaningful in customer’s minds. A wagging tail is such a recognisable sign of a happy, healthy dog and was the perfect visual shortcut to communicate our position as ‘real, relatable, and no frills’.”

Jess
Client Director