Herbie Wilde is the first ethically sourced plant-based superfood for dogs, that champions provenance, pet nutrition and the planet. This new breed of vegan dog food includes 39 plant-based, farm-to-bowl ingredients from independent, eco-conscious growers. We partnered with Herbie Wilde from concept to launch and continue to work with them today, creating a brand world that encampasses all channels.

Dog food is a big market and, traditionally, pet products range from clinical to cutesy. Our challenge was to create a sophisticated specialist brand that captures the lovable fun of dogs, whilst promoting nutritional science and the complexity of caring for our planet, all in an accessible way. Discovery identified a clear point-of-difference, while the design solution works to communicate the USPs in a fresh and engaging way. From breed specific personalisation, to data-collecting customer quiz, to beautiful nature-inspired visuals, the brand celebrates its values with every interaction.

The new Herbie Wilde wordmark is inspired by the curving blades of leaves and is a nod to the product’s fresh ingredients and positive environmental impact. The letter forms seemingly grow off the page, using high-contrast between the stems and bodies, as well as between the soft curves and sharp tips of letters, to create a timeless and elegant solution.

High-quality ingredients and their provenance are at the heart of the brand. We knew we wanted to combine photography and illustrations – our challenge was to create a distinct aesthetic without the artwork feeling over-stylised and artificial. We created a cohesive set of illustrations that delicately capture a whimsical interpretation of reality whilst still feeling fresh and organic.

Bertie is the inspiration behind Herbie Wilde. After Bertie suffered from chronic food allergies, Founder Ella created the plant-based alternative that transformed the Frenchie's health. Bertie truly embodies the brand and its mission. We wanted to capture her character in a set of fun-loving illustrations, used across touch-points, as Bertie evolves into her role as brand mascot.

We worked closely with a team of photographers and videographers to create a series of striking brand images and an emotive hero video for Herbie Wilde’s launch. We sketched storyboards, pulled reference images and wrote a narrative around each shoot, which Toby then art directed both on-location in the UK and remotely for the team in Honduras. The results demonstrate a wholesome observance of the countryside – an honest and beautiful insight into the product’s journey and the brand’s core values.

Both outer and inner packs are 100% recyclable, using fully biodegradable, plastic-free branded tape. All print features considered details, including: premium gold inks to mark setting new standards; breed and shopper-specific moments to resonate with and delight customers; and a recurring foliage motif to tie everything back to nature and the brand's core values.

The build included a subscription service and one-off products, mobile-optimised layouts, as well as integrations with payment gateways and loyalty schemes. A custom quiz offers health tips before generating a free food sample. The digital experience was extended over social media with editable templates and animated social campaigns for the brand’s launch.

A big part of new business is exhibiting at events, especially in the pet world. We created concept designs for both large exhibition spaces and modular pop-up events. We really wanted to realise all of the brand’s USPs within one space – everything from planted ingredients and educational corners to health checkups with partner vets – all built from sustainable materials.