The Edit: five projects including Studio DRAMA’s identity for Wild Pack, drenched in personality

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. For pet parents looking to pivot to raw dog food for their furry companions, there’s a new brand on the block – Wild Pack. The world of raw dog food has recently seen an upward tick, with a growing legion of people seeking minimally-processed, natural diets that aim to emulate their dog’s ancestral eating habits. To bring this brand to life, Studio DRAMA – the London-based design studio, armed with the technical excellence of a type foundry – collaborated with prominent pet parent Georgia Toffolo. Staying true to the studio’s promise, type, indeed, takes the lead in the identity. Drenched in a playful personality, the wordmark encapsulates the brand’s spirit with a wonky, lowercase ‘i.’ This treatment is echoed across brand assets – the typeface uses ‘wild,’ off-kilter alternate characters that add charm to headlines. From the identity, the packaging, the website to film and motion assets – Studio DRAMA uses their dexterity with type, a nuanced colour palette, and a visual style that encapsulates Wild Pack’s tongue-in-cheek voice, to create a brand that’s ready for a much-awaited pet food revolution. Leaving Quebecers with no excuses to not eat their veggies, Serres Toundra’s greenhouses are producing high-quality, fresh, local vegetables all year round. Located in Saint-Félicien, a northerly region of Quebec, the greenhouses operate ‘rain or shine, winter or summer, in a Nordic climate a stone’s throw from the Canadian tundra.’ To communicate this innovative feat of growing vegetables in a climate that’s usually too cold or harsh for such crops, the company commissioned LG2, Canada’s largest independent creative agency. The resulting identity is anchored by a zesty wordmark – ‘the rounded edges of the typeface hint at the abundance of the greenhouses, while the clean, sharp angles are a nod to Serres Toundra’s rigorous approach to farming.’ Rounded off by a palette of greens – from an eye-catching electric hue, to a darker, forest green shade – and a set of illustrations, the identity has already turned Toundra into a showstopper on store shelves, giving it a look that’s just as fresh and its veggies.