WOOF | BRANDING

WOOF is a functional dog-snack brand offering three wellness-focused treats: Digestive Care Snack, Skin & Coat Snack and Joint Snack. The brand combines targeted nutritional communication with a playful personality designed to support dogs’ everyday health and happiness.

The challenge was to communicate functional benefits without making the brand feel overly clinical. WOOF achieves this through energetic illustrations, friendly typography and an expressive colour system that makes the complete range easy to understand.

The Digestive Care Snack uses bright green and the message “I Want Your Wag!” to communicate active digestive wellness. The Skin & Coat Snack uses yellow and orange with “I Want Your Fluff!” to express healthy skin and a naturally shiny coat. The Joint Snack uses pink and raspberry colours with “I Want Your Flex!” to represent movement and joint support.

Resealable stand-up pouches provide convenience and product protection, while clear information hierarchy helps pet parents identify the purpose of each snack quickly. A playful illustrated mascot and rounded visual elements give the brand warmth, movement and recognition.

WOOF brings together function, clarity and character to create a joyful pet-wellness experience across packaging, retail and digital touchpoints.