déjà. Characterising a zero waste pet food.

déjà is the story of a new breed of pet food company, with a light paw print on the planet. Made in collaboration with Foodstuffs New Zealand, it’s super nutritious and extremely ambitious, repurposing good human food by re:serving it as quality pet treats.

Our approach was to create a brand full of character, pet personalities that make the purpose more engaging. By using just a few visual ingredients, everything is reduced to the core with zero fuss and maximum character. A custom typeface, aptly named Max was pure bred for déjà working with illustration to create a playground for the pets, while the déjà logo, is the face of the brand – literally. The overall effect is an out of category approach to pet food branding that bucks cues of typical sustainability-based branding.