Pooch food for the pack leaders

Toto is a plant-based dog food for environmentally conscious pet parents who are considering, or already reducing, their own meat consumption and want to reflect those choices through their beloved pooch. Rather than sitting quietly among existing pet food brands, Toto set out to redefine what ethical, modern nutrition can look like in a category that’s historically conventional.



With a bold ambition to inspire the next generation of dog owners to dare to be different, the design needed to signal more than taste or ingredients—it needed to signal attitude. The identity adopts a loud and proudly unconventional visual language that breaks from the muted, generic cues of pet nutrition and makes Toto unmistakably itself.



The system uses vibrant colour, playful forms, and expressive typography to create a world that feels alive, joyful, and proudly plant-led. It doesn’t just package food; it gives the brand a voice that resonates across shelves and everyday moments with dogs and their humans alike.



This isn’t pet food dressed up; it’s a statement brand that invites dog owners to move beyond tradition and embrace a more conscious, expressive way of living with their four-legged companions.