Robot Food made dog treats proudly gross to sell 'No Animal Wasted'

NAW (No Animal Wasted) makes dog treats from animal offcuts to cut the waste created by animal agriculture — but most brands grind and disguise exactly that.

Make the gross the USP: unground offcuts — tracheas, pigs' ears, chicken feet — shown plainly, with taglines like 'One animal's trachea is another one's treasure'

Robot Food built loud, proud branding that takes cues from progressive human food brands — ironically many plant-based. A textured, handmade-style typeface called Ruff Cuts, drawing on traditional letterpress and hand-painted type, frames a transparent window showing the product as it is. Monochromatic imagery with occasional splashes of colour keeps attention on NAW's messaging.

No sales figures are reported; the identity makes an anti-waste ethic legible at shelf — transparency as the differentiator in a disguise-heavy category.

NAW — the name stands for No Animal Wasted — makes dog treats from animal offcuts, helping to cut down the extensive waste created by animal agriculture. Rather than grinding the source into an unrecognisable shape or hiding it behind pretty packaging, it sells buffalo tracheas, pigs' ears, lamb tails and chicken feet in their original forms.

Leeds-based agency Robot Food built the brand around 'leaning into the gross' as its unique selling point, turning negatives about the products' appearance and smell into potential positives. Taglines carry the wink: 'One animal's trachea is another one's treasure', 'Chews they'd choose', and 'Waste not, want NAW'.

Visually the identity borrows from progressive human food brands — ironically many in the plant-based market — with a textured, handmade-style typeface, Ruff Cuts, taking cues from traditional letterpress and hand-painted type and framing a transparent window that showcases the product. Robot Food founder Simon Forster said the client embraced a tone that is 'ballsy, because it's zigging while everyone else zags... complete disruption, which felt so obvious to us'.

Transparency is literal: the pack window shows the trachea, so the honesty claim never needs proving.

The plant-based visual grammar — now a byword for ethics — lends credibility to a meat-industry fix.

Humour does the education: the taglines explain upcycling economics without a lecture.

If your product's weakness is honesty, brand the weakness: the category's universal camouflage becomes your shelf visibility.

The identity launched in 2023; no sales or distribution figures appear in the source.