WAG

Brand Identity / Packaging


WAG is a young, ambitious challenger brand in the pet food category, offering a range of healthy, Australian made dog treats. Owner Jeremy Goldman has big plans for growing his offer and doing things differently to the rest of the pack. When WAG approached us there was a clear disconnect between their pioneering spirit and flair for innovation, and their on-shelf presence. The packaging just wasn’t delivering a compelling reason to believe.

We worked with WAG to create a distinctive brand positioning based around the idea of celebrating pethood – the enjoyment they get from and bring to pets, the positivity with which they go about it, and the care and love they put into their product range.

The resulting branding and packaging is a bold leap forward for WAG, giving them a strong presence in store that engages with pet owners in a far more emotive way. By combining their expertise and understanding with a light-hearted approachable visual expression, we’ve captured their love for what they do and, of course, their love of dogs.

Their primary retailer has lapped up the new WAG and ranging has grown exponentially as a result.


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