Wanted: Wild Pup

Logo & Package Design

For this conceptual project, I reimagined Wild Pup’s identity, drawing on themes of freedom, adventure, and the spirited energy of the “Born to Be Wild” anthem. I interpreted “wild” as lively, bold, and full of character, and brought that personality to life through an energetic Irish Terrier — the inspiration behind the brand’s main character — depicted as a cool, goggle‑wearing dog riding a motorcycle.

I developed a visual direction that embraces a playful, slightly edgy aesthetic with a nod to classic Americana. The typography takes cues from vintage “Wanted” posters, featuring chunky, textured letterforms that feel rugged and expressive. The colour palette draws from desert landscapes, combining sun‑baked reds with muted browns to reinforce the adventurous tone.

To complete the identity, I crafted the tagline “Premium dog food for the wild — and the wild at heart,” positioning the brand as inclusive and spirited, designed for active dogs of all breeds and sizes.