Roles & Deliverables
Brand Design
Packaging Design
Illustration
Wagg
Brand Background
Wagg began its journey from humble roots in Yorkshire, UK, when the Page family’s feed business evolved into pet-nutrition under the name Wagg in 1990. Over time the brand built a reputation for delivering affordable, nutritionally-balanced dog foods and treats, positioning itself as the smart choice for pet owners who want value without sacrificing fundamentals. Sustainability has become a core part of the Wagg story too: the brand was recognised as one of the first major UK pet-food manufacturers to become carbon-neutral.
Wagg’s current promise can be summed up as: helping pet-owners share health and happiness with their animals, by providing “affordable, nutritionally balanced food and exciting treats”
Logo
The previous Wagg logo had a friendly, handwritten feel, reflecting the brand’s approachable and down-to-earth personality. However, its casual script style leaned more toward “homemade” than “modern,” which limited its flexibility across digital and packaging applications.
The new Wagg logo introduces a friendly, modern wordmark with softly rounded forms and subtle movement to capture the brand’s playful energy. A wagging tail detail on the final “g” reinforces the joy and vitality behind the name, while the fresh orange palette adds warmth, optimism, and shelf presence. The result is a cleaner, more contemporary identity that feels lively, approachable, and full of character.
Colour Palette
I wanted to keep the vibrancy from the old branding but with a refreshed palette that combines warm, energetic tones with soft, natural accents to express vitality, optimism, and care.
Rebrand Concept & Positioning
“A bold, fresh take on organic pet nutrition” becomes our positioning platform. Rooted in Wagg’s heritage of honest, functional pet nutrition, but amplified with a fresh visual attitude that aligns with modern pet-owners, premium design sensibilities, and a playful personality.
Wagg has long served pet owners who care deeply about their dogs but also pay attention to value, simplicity and honesty. This rebrand gave the brand a whole new lease of life, transforming it from a trusted but somewhat understated value offering into a brand that feels confident, characterful and full of joy.
We developed a visual identity that bridges the gap between affordable nutrition and modern, design-forward pet brand. The design language uses bold, lively colour cues, smart typography, and energetic visuals of pets (tails, motion, play), all rooted in Wagg’s brand truth and heritage.
Packaging
The new Wagg packaging system was designed to elevate shelf presence while maintaining the brand’s friendly, approachable tone. The refreshed layout introduces clear hierarchy, vibrant color blocking, and playful illustration elements that celebrate the joy of pet companionship. Each product variant features a distinct yet cohesive color story, making it easy for customers to navigate the range at a glance.
A modern, vibrant packaging system designed to balance playfulness with clarity using bold colour, clean typography, and joyful motifs to make Wagg feel fresh, natural, and full of life.
Box Packaging
The box packaging extends Wagg’s joyful personality into the unboxing experience. A custom illustrated pattern featuring the brand’s playful pet characters and icons adds life and movement, creating a sense of fun before the box is even opened. Inside, warm, friendly messaging greets the customer. Small moments of delight that reflect Wagg’s caring nature and attention to detail.
The structure and finish give the box an elevated, premium feel, turning a simple delivery into a memorable brand moment. From the cheerful graphics to the thoughtful interior touches, every element is designed to convey extra care, warmth, and joy, just like the bond between pets and their people.
Website & Digital Presence
The new Wagg’s online experience brings the brand’s joyful personality to life. Playful pet illustrations, interactive elements, and subtle animations create movement and delight across desktop, mobile, and social media.
Clear layouts and warm, friendly messaging guide users effortlessly, turning every click, scroll, and tap into a small moment of joy — just like the bond between pets and their people.
