Skip to content

We partner with brands of all sectors and sizes to help them find their voice, make an impact and build a lasting connection with their audience.

Say hi

Wherever you are in the world, if you’ve got a brand challenge, we’d love to help.

Robot Food

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.

2 Wagg Group

“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.”

Creative Director

RF Portraits 2022 Wid
3 Wagg Slider
4 Wagg Slider
5 Wagg Slider
6 Wagg Slider
7 Wagg Slider

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.

8 Wagg Lifestyle

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

9 Wagg Treats
13 Wagg Treats
14 Wagg Treats

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.

12 Wagg Closeup
10 Wagg Treats Closeup
11 Wagg Treats Closeup
16 Wagg Posters

“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’.”

Client Director

RF Portraits 2022 Jess
18 Wagg Bowl
17 Wagg Tote Bag

“The rebrand has bags of confidence, we are so proud of it and we’re sure our customers will feel the same!”

Lucy Stones
Brand Marketing Manager — IPN