Back Bug-based pet food for pet and planet lovers
B&B Studio’s complete branding suit for Aardvark pet food, designed to convert pet owners to the more sustainable insect protein alternative.
Aardvark is a new sustainable, vet approved pet food for cats and dogs developed by young entrepreneur Hugo Walters made from insect-based protein.
It’s a little-known fact that pets eat an estimated 20% of the world’s meat, and feeding our pets contributes up to a quarter of the negative environmental impact of meat production worldwide. With vegan alternatives not entirely suitable for pets, particularly cats, insect protein is a sustainable and healthy solution to that problem.
With many consumers likely put off by the bug-based factor, B&B Studio knew it had to create a compelling and desirable brand package in order to galvanise and educate consumers.
Veering away from bug-based puns and insect illustrations, B&B opted for a more contemporary and appealing visual language resulting in a minimalist and clean aesthetic. A vibrant, contrasting colour palette adorns the packaging with characterful line illustrations by Aron Leah of a cat and a dog interacting with the earth that provide clear variant coding, while reinforcing the brand’s overall mission with warmth and emotion. A bold logo type is applied with intricate details found within the logo as the double AA at the start of the brand’s name is playfully transformed to reflect the pointed shape of pet’s ears.
B&B were also keen to move past the incorporation of human food cues often found in the market, therefore the design took on a simple, functional approach with the illustrations and ‘Sustainable Fuel for Planet-Friendly Pets’ descriptor as the focal point.
By shifting the design emphasis from ingredient to mission - providing a sustainable alternative for pet food that also delivers the essential proteins, nutrients, vitamins and minerals - B&B Studio sets the stage for a witty and distinctive brand personality in order to attract consumers and build a community of pet and planet lovers.
“With the Aardvark name and brand identity, B&B has delivered the eye-catching impact and engaging personality our brand needs to get its vital message across to pet lovers. The launch of our kibbles means people are able to finally find food that meets all their pets’ nutritional needs while not compromising the very planet on which they run, fetch, pounce and play.” - Founder Hugo Walters
Aardvark will launch initially as a DTC brand, with a retail offer on the way.
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