Rafa is an Australian-made and owned pet nutrition company creating freeze-dried treats to the highest human-grade standards.

Australia’s pet food market is one of the fastest growing markets globally. Yet despite this pet obsession, the industry remains loosely regulated, with many pet owners unknowingly feeding their beloved animals low-quality, nutritionally questionable foods. Rafa came to us with a simple belief: our pets deserve better.

The brand strategy focuses on positioning Rafa as the trusted choice for uncompromised nutrition. The brand is pioneering the category with a truly human-grade process from sourcing to manufacturing. We also tackled the perception that quality pet food is wet and messy, by highlighting Rafa’s freeze-dried format as premium, convenient, and adventure-ready.

The brand identity is playful and approachable, built around cute, simple illustrations and a flexible brandmark. The illustration style uses the brandmark’s dot as a nose. This is an intentional detail that strengthens brand recognition and reflects the curiosity pets show through their keen sense of smell, especially when food is involved.

The packaging uses a flexible system designed to grow with the business, featuring an adaptable design for different protein and range markers.

Rafa has since launched online, with plans to introduce new product lines soon and expand into retail.