The pet food category is crowded with safe, predictable brands that all look and sound the same. Most rely on soft imagery, vague promises and uninspired messaging, failing to capture the spirit of today’s dog owners. DAWG set out to disrupt this space with attitude, trust and raw strength.

The word DAWG itself embodies attitude, standing for Dogs. Attitude. Wellness. Goodness, while also referencing the raw “AW” at the heart of every recipe. Combining science and soul in one powerful idea. Its bold identity features a distinctive dog-shaped “A”, a furry-textured logo. Packaging swaps tired photography for illustrated dog characters that change depending on the life stage, bringing personality and shelf standout. The black-and-white palette grounds the brand in authenticity, while punchy colour highlights the stage of the dogs life and flavour.

DAWG builds instant shelf standout and emotional connection with a new generation of owners. The brand becomes a trusted ally, delivering real results while celebrating strength and personality. In a market full of polite promises, DAWG stands apart, raw, real and impossible to ignore and a brand that refuses to follow the pack.