Here’s an interesting fact: Pets eat an estimated 20% of the world’s meat and, although 66% of millennials choose plant-based protein sources, they continue to treat their furry friends with meat. Of course, this reflects on the planet, contributing up to a quarter of the damage associated with the meat industry. Choosing a vegan diet for their pets is inappropriate, particularly for cats. Yet, there’s a solution, which is both sustainable and healthy: insect protein.

This is why, Aardvark, a newly-born, sustainable, insect-based pet food, developed insect-protein treats for pets, made of all-natural ingredients. But, implementing such a solution requires a shift in perception and a change for consumers. To educate and make them take action, B&B studio — the creative agency behind Aardvark’s brand creation, which encompasses brand positioning, creative strategy, naming, brand design, and packaging — knew they had to design a captivating and appealing brand.

While the name is a nod to the insect-protein source, it is also an element that sets the playground for a joyful brand personality. The company is set to help pets protect the planet, an effort that the creatives highlighted by shifting the focus from ingredient to mission. Through this movement, Aardvark begins to build a community of pet- and planet-lovers.

The brand’s identity was born out of a simple but daring combination of vibrant colors, linework illustration, and bold logotype. The illustrations, created by Aron Leah, portray a cat and a dog, both interacting with our planet, being a visual testimony of the sustainable and healthy journey the brand embarked on. Inspired by the shape of pets’ ears, the logo makes the most of the double-A at the beginning of the company’s name, giving rise to a movable icon.

Claudia Morris, Creative Director at B&B studio, says: “We’re a team of pet and planet lovers here at B&B, so it was a real privilege to work on this project and hopefully do our bit to help people reduce their environmental impact. Aardvark is all about building a community of engaged consumers, so we can’t wait to see the brand come to life across its social and digital platforms.”

Founder of Aardvark, Hugo Walters, adds: “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.”

A common element of the pet food industry that B&B wanted to overcome was the incorporation of human food cues. The brand’s kibbles for dogs and cats were created by veterinarians and nutritionists, delivering the nutritional elements the pets need. Therefore, the packaging design takes a simple and functional form, visually expressed through recognizable brand colors and the “Sustainable Fuel for Planet-Friendly Pets” line printed on the packs.

Aardvark is planned to function as a DTC brand, with a retail offer on the way. Aardvark’s new “Crafted for Cats” and “Developed for Dogs” kibble range is available for purchase as of April 26th.

Credits:

Client: Aardvark

Agency: B&B studio