Case Study: NAW creates a bold, natural dog treat brand with Robot Food

NAW launches a bold dog treat brand with Robot Food

NAW, a new pet food brand, needed to create a brand identity that balanced celebrating the all-natural, often unappealing-to-humans nature of its dog treats with a fun and engaging market presence. The challenge was to stand out in a category saturated with cuteness and humanization while honestly representing their minimally processed, "ears to tail" products. They enlisted the brand design agency Robot Food for a comprehensive solution including brand strategy, naming, and visual identity.

Robot Food developed the attitudinal name "NAW" (No Animal Wasted) and a strategy that embraced the product's raw nature from a dog's perspective. The solution included a bespoke font, a unique tone of voice written from the dog's point of view, and bold visual patterns that featured the actual treats. This approach successfully positioned the brand, earning features on major design publications. Robot Food delivered a profound and visually striking brand that resonated with its primary canine customers while amplifying its ethical message.

NAW