Diamond Pet Foods launched Taste of the Wild in 2007 as a grain-free pet food brand. Initially, the brand was positioned as a more affordable option for a growing consumer base. Over time, the brand has expanded to include new lines like Ancient Grains, all developed to address specific consumer needs and market opportunities. The brand's development has been driven by extensive research into the preferences and behaviors of pet parents, which has informed strategic planning and brand positioning. 

The Brand Promise: Vitality Like Nature Intended

The brand promise acts as a blueprint for Taste of the Wild’s identity and packaging. It's the core commitment the company makes to pet owners about the value and experience they can consistently expect. This promise has and continues to directly inform and shape all the visual and tangible elements of the brand.

Packaging is a key physical manifestation of the brand promise. It's often the customer's first tangible interaction with the product and must visually and physically deliver on the brand's commitment. We commissioned artwork for the Taste of the Wild and Ancient Grains packaging that depicts animals in their ancestral habitats, creating an engaging and recognizable visual style. The brand promise is further represented through both the tagline — “A modern diet, inspired by nature” — and unique product features positioned through the lens of being close to nature. Pasture-raised and cage-free proteins, species-specific probiotics and ancient grains reinforce the "nature intended" aspect while providing benefits that support pet health and vitality.

This identity is consistently applied across all brand touchpoints, including point-of-purchase materials, social media, paid advertising, the website and e-commerce marketplaces. The brand's online communities, such as the Virtual Pet Park, reinforce this identity by creating a space where pet parents can celebrate their pets and their connection to a wild and adventurous lifestyle.