Studio Drama whips up wonky identity for Toff’s new dog food brand

Made in Chelsea’s Georgia Toffolo has released a raw pet food brand with London-based Studio Drama. The identity for Wild Pack has been designed to emulate wider lifestyle brands and “medicinal design trends”, according to Drama. Meanwhile, colourful, typographically-driven packaging serves to separate the product in freezer aisles.

Studio Drama are responsible for everything from naming to the brand strategy and packaging system. Unlike packaging from other leading pet food brands, no animals are shown on the boxes. Instead the logo, which features a wonky, lowercase ‘i’, takes prominence. Studio Drama also uses the typographic packaging as an opportunity to give the ingredients real estate on the front of the box, replacing the small print often found at the back.

A grotesque typeface has been chosen for an irregular touch. Just like the wordmark, with its singular wonky glyph, “wild” alternate characters can be found throughout headlines on packaging and beyond. A set of illustrated icons and a meal plan quiz communicate the ingredient range.

Photography is perhaps one of the most interesting elements at play here. Drama has worked with flash reportage-style photography, a style taking off in branding for human food at the moment and which we spoke about in a recent edition of The Index (readers can sign-up for that newsletter here.) For Wild Pack and many other food-focused brands, perfectly curated visuals seem to simulate mass-production. Wild Pack is looking to create a whole wellness lifestyle brand by working with more spontaneous, human-led imagery.