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Wagg’s gets revamp from Robot Food

Wagg’s gets revamp from Robot Food
2018-11-27

From: Packaging News

Design Agency Robot Food has created a new look for pet food brand Wagg’s.

The IPN-owned brand was facing strong competition from own-label and the brief was to reposition and rebrand the complete range of food and treats.

Lucy Stones, brand marketing manager at IPN said: “We are the savvy choice in a category polarised by old fashioned design and overly worthy premium brands. We looked to Robot Food to not only change perceptions through design but also bring some coherence to our wide offering.”

Zoe Harper, brand strategist at Robot Food added: “Research revealed dog owners were being made to feel guilty about what they fed their dogs, especially if they weren’t buying the most expensive products. Not only this, customers were faced with a confusing dog food aisle that lacked structure or direction.”

Martin Widdowfield Creative Director at Robot Food said: “The name Wagg was the perfect starting point and begged for a new brand mark with all the personality of our furry friends. It also inspired a completely ownable photography style for the brand, stepping away from the repetitive and cliquish dog images typically seen across the category. We chose a broad selection of tails to celebrate all dogs, from man’s best friend sat on the sofa to the best in show.

“We looked at the entire range with a strategic eye and put a lot of consideration into how we segment such a broad range clearly – part of which was choosing to drop Wagg’s premium SKU to strengthen Wagg’s ‘quality at an affordable price’ positioning. It was about blending big personality with functionality.”

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