Aardvark
Hungry for
change.
Name Creation. Brand Strategy. Visual Identity. Illustration. Verbal Identity. Packaging Design. Artwork. Production. Animation. Sustainability. Photography.
Our brand creation Aardvark takes the ew out of insect-based pet food, by focusing on sustainability, community and personality, rather than the insect puns and bug-based doodles common to the category. Aardvark exists because our pets eat an estimated 20% of the world’s meat, and contribute up to a quarter of the negative environmental impact of meat production worldwide. With its sustainable insect-protein ingredient, Aardvark makes it easy to make a difference, without the headache of transitioning meat-eating animals to a vegan diet.
FOR PETS THAT LOVE THE PLANET
Creating the name Aardvark was our only concession to flagging the insect ingredient. In the brand world we’ve focused on the bigger sustainability message instead, imagining a brand that empowers pets to do their bit to save the planet they love. Brand messaging, such as ‘For pets that love the planet’, and ‘My pet made me do it’, combine with illustrations by Aron Leah featuring dogs and cats hugging the earth.
PLANET-FIRST PACKAGING
Aardvark’s packaging was designed using the minimum amount of colours across both cat and dog food for efficient printing, and uses widely recyclable Kraft paper bags and water-based inks. Simple and functional, the packaging was designed for DTC, delivering our original vision of Sustainable Fuel for Planet-Friendly Pets.
