WildLine
Consumer Products
Positioning // Messaging // Visual Identity
THE ASK
Create a new premium frozen cat food brand for Trident Seafoods’ entry into the independent pet retail market—one that establishes instant credibility, avoids channel conflict, and sets the foundation for future brand expansion.
THE INSIGHT
Today’s cat parents are less persuaded by cute or trendy pet branding and more driven by trust, transparency, and proof of long-term health benefits. Trident’s deep heritage in ingredient sourcing and seafood expertise offered a rare opportunity to lead with real credibility in a crowded category.
THE SOLVE
We built a modern, premium brand rooted in Trident’s legacy—expert-led but approachable, serious without being clinical. By pairing trusted sourcing with a visual identity inspired by cats’ wild instincts, the brand feels fresh, confident, and emotionally resonant on shelf.
THE OUTCOME
WildLine launched with a distinct, trust-forward brand presence that stands apart in specialty pet retail and immediately signals credibility in the frozen category. The platform positions the brand to scale seamlessly into future formats while establishing a clear blueprint for Trident’s broader future brand strategy.
STRATEGY &
MESSAGING
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We immersed ourselves in Trident’s legacy and the mindset of today’s cat parents, grounding the work in real sourcing expertise, retailer realities, and the emotional drivers behind better pet health.
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We captured this essence by positioning the brand as thoughtfully crafted nutrition—honoring cats’ instincts while delivering the care, quality, and credibility pet parents demand.
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WildLine is rooted in feline instinct. “Wild” reflects a cat’s untamed nature, while “Line” subtly nods to fishing and its Wild Alaska protein source — creating a name that feels primal, premium, and purpose-driven.
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We arrived at “Cooked Fresh for Cats” by stripping away marketing jargon and focusing on what matters most to cat parents—food that’s thoughtfully prepared, genuinely fresh, and made with cats’ needs at the center.
PILLARS
We don’t lean on fear or false promises. Instead, we stay honest, crafting food from responsibly sourced ingredients like wild-caught Alaska seafood, quality meats, and wholesome veggies. Straightforward nutrition, backed by integrity you can trust.
We put cats first
In a pet food world that defaults to dogs, we put our focus on cats’ true needs, health, and happiness, while giving cat parents the unadulterated attention and nutritious solutions they’ve been waiting for.
We keep it real
We lead with
learning
Responsibility isn’t just how we source, it’s how we show up.
From trusted ingredients to lasting partnerships, we’re committed to doing right by cats, their people, and their communities.
We protect what
matters
With consistent, patient education, we help cat parents, retailers, and communities make confident, species-appropriate choices. Because better understanding leads to better food, and better food strengthens the bond between cats and the people who love them.
TAGLINE
VISUAL IDENTITY
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The logo is wild and intrepid in spirit, with a handcrafted feel that reflects the care put into every recipe; its icon balances cat and fish in a yin-yang–inspired form, symbolizing harmony between instinct, nutrition, and sourcing.
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The color hierarchy is inspired by the natural landscapes of Alaska and the Pacific Northwest, with additional cues drawn from working fishing boats and coastal gear—grounded, elemental tones that reflect WildLine’s origins while creating clear differentiation in market.
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Custom patterns and graphics draw inspiration from the rugged terrain and coastal landscapes of Alaska and the Pacific Northwest, while the iconography echoes the wild, instinct-driven essence embedded in the WildLine logo.
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The typography takes a bold, modern approach, creating strong contrast with the handcrafted logo and accent type while remaining highly noticeable and confident on shelf.
CUSTOM PATTERNS & GRAPHICS
Waves
Topo
TYPE STYLING
CREATIVE
EXECUTION
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Every moment of introduction mattered. From trade show signage to postcards and pitch decks, we designed a unified visual language that brought WildLine to life wherever the brand showed up.
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From website layouts to digital ads and social content, we created a cohesive digital expression that brings WildLine’s story to life wherever the brand meets its audience.
