Snickle

Snickle began as a self-initiated project—our team’s entry point into the world of branding. We wanted to build a fictitious brand that pushed us to think deeper about personality, tone, and storytelling. So we dreamed up Snickle, a pet food brand that doesn’t just fill bowls, but celebrates the wildly expressive lives of the pets who run the show.

Most pet food brands are either overly cutesy or too clinical. But Snickle pets? They’re anything but basic. They’re couch yogis, skateboard champs, kitchen supervisors, and nap connoisseurs. Our challenge was to create a brand that captured their chaos, charm, and charisma—while still grounding it in the seriousness of good nutrition. It had to be fun, but never fluffy.

Create a visual and verbal world where pets aren’t pets—they’re pirates, rockstars, zen masters, and four-legged food critics. Every illustration, every can, every outdoor ad had to feel like a snapshot from their quirky lives.

We drew up a gang of irreverent, high-energy pets illustrated in bold, black-and-white linework. Their antics? Legendary. From a cat being pulled on a longboard by a dog to a pup meditating mid-‘om’, each design added charm and chaos in equal measure. The style was playful, punky, and confident—a true break from the category's usual tropes.

The cans became the stage for each pet’s personality. Pastel color blocks differentiated flavors while keeping a sense of lightness. A dog doing the worm? That’s “Pet Food Worth the Moves.” A sleepy pup draped on a sofa? “Nap Like a Legend.” The packaging communicated attitude at a glance and care with every word.

OOH ads and merch weren’t just marketing—they were declarations. “Om nom nom is our mantra” turned a meal into a moment of zen. “Not for the basic pets” told the world your pet was a main character. “Fashionably fed, always ahead” celebrated that every meal was haute cuisine. The t-shirts, stickers, and digital assets became ways for owners to wear their pet pride—and for pets to own the room even before walking in.

The tone was cheeky, warm, and just a little irreverent. Phrases like “All meat, no bark”, “No tricks, only treats”, and “Yawn of a well-fed champion” walked the line between humor and hunger. Even the ingredient stories weren’t spared from personality. Each recipe’s origin story read like a chef’s tale—from farmer’s field to fancy feast.

Snickle isn’t just food—it’s a vibe. It doesn’t cater to pets. It champions them. In a world where kibble is often just… kibble, Snickle created a world where every bowl is a badge of honor and every mealtime is a moment.