There’s nothing quite like seeing a project come to life after months of work. Wild at Heart is one of those projects — a full start-to-finish brand and digital experience, created in-house for Naturally Pet. Launched in July 2022 at Countdown New Zealand, Wild at Heart is a premium range of New Zealand-made, air-dried dog treats, starting with three SKUs: Beef Liver, Lamb Lung, and Lamb & Cheese.
A Complete Creative Journey
This was a fully scoped project, where SWEA Design handled every element:
Branding – Crafting the visual identity, colours, typography, and tone of voice
Packaging – Designing attractive, functional packaging that communicates quality and care
Website – Developing a clean, fully responsive site to showcase the products and brand story
Creative Direction – Overseeing the visual storytelling across photography, design, and marketing
Social Media – Aligning the online presence with the website and overall brand identity
Photography by Jay Drew Photography beautifully captured the treats and pets, ensuring consistency and appeal across all touchpoints.
Website Design & Recognition
The Wild at Heart website was named RocketSpark’s Site of the Month for July 2022, and for good reason. Highlights include:
Full-width header with stunning photography and overlayed menu for an immediate visual impact
Consistent brand identity — colours, typefaces, and photography style all aligned
Clean, digestible layout — content spaced out thoughtfully for easy navigation and understanding
Mobile-friendly design — seamless browsing across all devices
Effective calls to action – guiding customers effortlessly through the site
The site’s tone of voice reflects the playful yet premium personality of the brand, and even the smallest details reinforce the overall identity.
Cohesive Brand Across Channels
Wild at Heart’s Instagram perfectly mirrors the website’s visual identity, creating a strong, cohesive presence online. The consistent branding across digital platforms ensures consumers can instantly recognize and engage with the brand.
The Result
From packaging to website, social media to photography, this project demonstrates what’s possible when every touchpoint is considered and executed with care. Wild at Heart is now a fully realized brand experience — visually appealing, functional, and consistent from shelf to screen.
It’s projects like this that make the long creative journey so satisfying — from the initial concept to a product and brand people can love and trust.
Check out the website here: www.wildatheartpetfood.co.nz
Site of the Month July 2022 RocketSpark
"Wild at Heart by Swea Design is our site of the month winner for July 2022. This site makes brilliant use of the full-width header, with stunning photography and an overlayed menu, creating an eye-catching entry into the site. Their brand colours, typefaces and even photography style is consistent across their site. The site has carefully dispersed photography, which is both beautiful and clean with both pets and products as the subjects. Swea Design has done a great job in spreading out this content into simply digestible chunks for the customers to easily understand the brand. There is a pleasant colour palette that has been carefully used in conjunction with large amounts of space to break up the range of content. The website is easy to navigate, with great call to actions. The site translates brilliantly to mobile and is easy to navigate.
Wild at heart’s Instagram integrates beautifully by mimicking the visual identity of their website. This helps to create a more cohesive brand that the consumer can easily recognize for future brand engagement. The site’s tone of voice reflects the brand personality through the words used on the site. It is great to see the consistency of the brand throughout all their touchpoints, even in the small details.
Overall, this is an effective and beautiful website. Well done Swea Design."
