Studio Drama gave Georgia Toffolo's Wild Pack a wonky 'i' and no dogs

Emulate wider lifestyle brands and push back against 'medicinal design trends' in pet food, while separating the product visually in the freezer aisle.

Studio Drama handled everything from naming to brand strategy and the packaging system: an adaptable logo lock-up with a wonky lowercase 'i', a grotesque typeface with alternate 'wild' characters running through headlines, illustrated icons and a meal-plan quiz, ingredients given front-of-pack real estate, and candid flash reportage photography instead of curated studio shots.

No sales figures in the source; Wild Pack launched as a whole wellness lifestyle brand, with the identity designed to span packaging and beyond.

When Made in Chelsea's Georgia Toffolo launched Wild Pack, a raw pet food brand, she turned to London's Studio Drama for everything from naming to brand strategy and packaging. The studio's direction was deliberate: emulate wider lifestyle brands rather than the 'medicinal design trends' of pet food, and use colourful, typographically-driven packaging to separate the product in freezer aisles.

The identity's signals are small and consistent. Unlike other leading pet food brands, no animals appear on the boxes — the logo, with its singular wonky lowercase 'i', takes prominence instead. A grotesque typeface was chosen for an irregular touch: just as the wordmark carries one wonky glyph, 'wild' alternate characters surface throughout headlines on packaging and beyond. Ingredients, usually small print on the back, get real estate on the front; illustrated icons and a meal-plan quiz communicate the range.

The photography is the argument: Studio Drama used flash reportage-style imagery — a look then taking off in branding for human food — on the theory that perfectly curated visuals 'simulate mass-production'. Wild Pack wanted to read as a whole wellness lifestyle brand, built on spontaneous, human-led imagery.

Removing the dog from the pack is the loudest move: it breaks the category's only universal code and makes the brand name do the work.

The wonky 'i' and alternate glyphs give a systematised identity the handmade irregularity indie food brands trade on.

Flash reportage photography signals small-batch humanity — the exact opposite of the clinical, medicinal look competitors default to.

Category codes are an invitation: import the visual language of a neighbouring category — indie human food — to make your shelf neighbours look clinical.

Wild Pack launched in September 2023 with Studio Drama's system spanning naming, strategy, packaging and photography, positioned to grow beyond dog food into a wellness lifestyle brand.