WIGGLES
Putting the Wag Back in Pet Wellness with a Renewed Brand Identity & Design System
BRAND STRATEGY +
BRAND IDENTITY +
BRAND ECOSYSTEM +
PACKAGING
DESIGNED FOR IMPACT
“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.”
Anushka Iyer Founder & CEO | Wiggles
The Making of Wiggles
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.
ASKING THE RIGHT QUESTIONS. AT THE RIGHT TIME.
Building the brand, from strategy to system
Our well-thought-out brand architecture addressed a pertinent question, ‘how can a pet care brand like Wiggles, provide a range of its offerings across different verticals and sub-brands?’. The architecture we developed is flexible and makes room for different kinds of pet-human relationships, with scope for future expansion.
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.
To capture Wiggles’ essence, we created a vibrant colors 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.
RECOGNITION
CLIENT
WIGGLES
INDUSRTY
PET WELLNESS
SERVICES
BRAND ARCHITECTURE + BRAND IDENTITY + BRAND IDENTITY SYSTEMS + VISUAL LANGUAGE DESIGN
CREDITS
Design Team
Nikita Sawant
Vrushal Shah
Ishwari Bhoskar
Rohit Gaikwad
Account Management
Dhun Patel
Rohan Pabale
Artwork Team
Shraddha Dashpute
Research, Narrative & Strategy
Photography/ Video
NA
Food Styling
NA
Strategy Partners
Ideosphere Consulting
Print Partners
NA
Packaging Partners
NA
NA
Digital Team
NA
Copy
Vikram Sane
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