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Wiggles

Putting the Wag Back in Pet Wellness

Brand Architecture + Brand Identity + Brand Identity Systems + Visual Language Design

Wiggles is a fast-growing pet care brand with an expansive portfolio of products and services that cater to the varying needs of pets and pet parents. Therefore designed a renewed look and feel for Wiggles that would instantly connect with pet parents, while communicating the brand’s philosophy and reflecting its growing aspirations. Targeting pet parents looking for comprehensive pet care solutions and willing to go the extra mile for their pets, we designed Wiggles’ brand identity and visual language to strike the perfect balance between being professional and yet approachable. We developed a cohesive brand identity and visual system that would seamlessly allow Wiggles to showcase its offerings in a unified and clear manner.

  

Trusted by

30,000+

pet parents

  

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Partnering with Ideosphere, we crafted a positioning statement, ‘Learning to Love’, which encompasses the brand belief that being a pet parent involves a lifelong commitment to learning what they need and being worthy of the love they shower us with. This we brought to life through the Wiggles brand identity, using a combination of popular symbols like the heart, the infinity, and a checkmark, each signifying, love, unending commitment, and making the right promises responsibly. We designed the Wiggles W and the typeface to inspire trust and dependability.

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“Our new Wiggles Lovemark is a visual signifier of our passion and commitment to not just unconditional love but also making the smart choices forever for our pets and animals, because they deserve nothing less than our best, always.”

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Bringing Bonco to Life

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A pet care brand steals the show

To capture Wiggles’ essence, we created a vibrant color palette.

Tender Teal reflects the brand’s expertise and dedication to care and transparency, while Playful Purple embodies warmth, playfulness, and liveliness. Combining these two gave us a well-balanced blend of expertise and love. But we didn’t stop there…we then identified one more palette of five dynamic colors, to encompass the entire gamut of Wiggles’ sub-brands.

We used the Wiggles’ W smartly to create a visual language 

that lends flexibility to the brand communication while making it recognisable and ownable. Using a mix of illustrations and images, we created playful extensions for the brand. We also designed iconography unique to Wiggles, to help communicate packaging and promotional information.

  • DESIGN TEAM

    Nikita Sawant
    Vrushal Shah
    Ishwari Bhoskar
    Rohit Gaikwad

    ACCOUNT MANAGEMENT

    Dhun Patel
    Rohan Pabale

    PRINT PRODUCTION

    Shraddha Dashpute

    RESEARCH 

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    COPY WRITING

    Vikram Sane

    MARKETING 

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    PHOTOGRAPHY

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    FOOD STYLING

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    STRATEGY PARTNERS

    Ideosphere Consulting

    PRINT PARTNERS

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    PACKAGING PARTNERS

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