Rogue Raw

The Client

Rogue Raw are Australia's largest provider of premium raw dog food with an unmatched variety of produce. They offer 30+ different products and provide a range and quality unavailable anywhere else. It’s been very exciting for us to be working with such a like-minded progressive and bold client from across the ditch.

The Need

Rogue Raw are different. They’re deeply passionate. They care about their products and the difference it makes to the lives of dogs. But they needed an identity that reflected this, and one that told their story.

The Concept

We had the bones of an idea to develop. Rogue Raw came to us with a mission statement that resonated with us from the outset: 100% REAL FOOD. 100% NATURAL. 0% MARKETING BULLSH*T.

They’re on a mission to let the world know just how good their products are. Rogue Raw are a ‘movement’ not just a brand. They’re here to make a real difference and they wanted their new brand to reflect that.

What’s culture got to do with it? Everything. Culture is about being your brand inside out. We got to be bold, strategic, clever, focused and creative in our approach which was to produce raw (excuse the pun) unpolished design predominantly in black and white and using hero statements. They encouraged us at every step in the process to shout, not speak about just how good they are.

So ‘batdog’ was born, a vigilante type character - a symbol of the underground culture where raw is a lifestyle choice. He’s rugged, rough and intentionally imperfect. The 2 R’s in the face of the dog reflect Rogue Royalty’s double Rs – establishing a link to their sister brand in the process.

The Execution

An unmistakable and instantly memorable new logo, meal plan downloadable PDFs, product labels and social media graphics to hammer home and establish their new brand.