A drama studio is creating an unusual brand of dog food called Toff.

Georgia Toffolo of Made in Chelsea has launched a raw pet food brand with London-based studio Drama. The Wild Pack brand identity was designed to emulate broader lifestyle brands and "medical design trends," according to Drama. At the same time, brightly colored packaging with a focus on typography serves to highlight the product on freezer department shelves.

The Drama Studio is responsible for everything from the name to the brand strategy and packaging system. Unlike the packaging of other leading pet food brands, no animals are shown on the boxes. Instead, the logo, which highlights a choppy lowercase "i," takes center stage. Drama also uses typographic packaging as an opportunity to give the ingredients space on the front of the box, replacing the small print usually found on the back.

A grotesque font was chosen to add a touch of unconventionality.

The photography is probably one of the most interesting elements here. Drama works with flash reportage style photography, which is now popular in branding for human food, as we discussed in the last issue of The Index (you can sign up for that newsletter here). For Wild Pack and many other nutrition-focused brands, perfectly matched visual elements seem to mimic mass production. Wild Pack aims to create a holistic brand for a healthy lifestyle through a more spontaneous, human image.