Wag

Wag is naming, logo, and visual identity for a dog bowl brand, named after the happiest thing a dog does. The wordmark hides a dog's face and a bowl in plain sight, a playful detail that reflects the personality of the product itself. The identity needed to feel warm and approachable on packaging and online, standing out on a shelf full of pet products while staying true to the simple joy the brand is named after.

Named after the happiest thing a dog does.

Before a single shape was drawn, we started with the feeling. A dog doesn’t hide how it feels, when it’s happy, the tail wags. It’s instant, honest joy, and it’s the exact moment a great bowl of food creates.

Wag captures that in three letters: short, warm, and impossible to say without smiling. It’s easy to remember, easy to spell, and it already sounds like a brand people will love, long before you explain what it sells.

The Logo

A wordmark hiding a dog’s face, and a bowl.

The logo does two jobs at once. Read the letters and it says wag. Look again and the same strokes become a dog looking up at you, sat behind its bowl.

The Symbol

One face that works everywhere.

Lifted out of the wordmark, the face becomes a standalone icon for the smallest surfaces, the collar tag, the app avatar, the embossed base of the bowl. Built for every background it lands on.

Brushed Gold