Location
Role
Branding, Naming & Packaging
The new generation of pet supplements that combines natural, innovative formulas with the irresistible appeal of a treat.
Challenge
Created for those who see their pets as part of the family, Wigow needed to communicate both affection and performance, breaking away from the clinical and pharmaceutical aesthetic that dominates the category.
Solution
From naming to packaging, the brand expresses love, vitality, and efficacy through a vibrant, contemporary, and emotional visual and verbal language.
Naming
The name is born from the canine language of love and contentment: the tail wag (wiggle). Stylized to sound friendlier and easier to read, Wigow also phonetically suggests "we go," evoking energy and movement. Thus, it unites emotion and performance, as the product required.
Its short, two-syllable structure and the elongated vowel sounds ("ow") enhance the canine sonic association, allowing the supplement to be recognized and celebrated by the pet itself.
Logo
Bold, impactful, and affectionate, the logo reinforces the name’s meaning by transforming the letter W into a stylized tail, a symbol of joy and connection.
Photography
Pets take center stage through expressive, playful images linked to each product benefit, creating emotional connection with pet parents and setting the brand apart from its competitors.
Artificial intelligence was used as both a creative and technical ally, allowing the team to achieve consistent, expressive results nearly impossible to capture in real-life shoots, all without causing any animal stress.
Color Palette
The proprietary orange conveys energy and vitality, ensuring instant brand recognition. Secondary colors were defined according to each functional benefit, building an intuitive chromatic system that guides the consumer with ease.
Packaging
The packaging design strengthens both the emotional and rational connection with the brand. It gives prominence to the expressive logo, the pets’ playful actings, and the signature orange as the visual core of the system - while incorporating pharmaceutical design cues such as clean grids, direct typography, and credibility seals. The result is a brand that feels both scientifically reliable and emotionally alive.
