Wonderful World of Treats have collaborated with branding agency Fishfinger to bring to life the idea of impossibly delicious, surprisingly nutritious treats for dogs.

The Fishfinger team were involved from day one, shaping not only the packaging but an entire brand world where the impossible becomes possible. At the heart of the concept is a simple but playful idea: reimagining familiar human dishes as treats that let dogs enjoy their owners’ favourite flavours.

This translates into a range of packs inspired by popular foods – from Chicken Burger to Pepperoni Pizza, or even Salmon Maki.

Building a fantastical brand world

To visualise this concept, Fishfinger created a storybook world of vibrant illustrations showing ‘impossible treats’: balloons shaped like burgers, mountains of cake, pizza boats and beyond.

Rather than presenting each product as a standalone flavour, the range is organised into themed ‘lands’ within this wider world. For example, in Burger Hills you can enjoy Beef Burger, Chicken Burger or Pork Burger treats.
This approach creates a story, imagining the Wonderful World of Treats as a physical place with different regions to explore. It also acts as a strategic move – new flavours can be introduced in batches of three, framed as the discovery of an entirely new land. This is the perfect opportunity for the brand to generate fresh interest through marketing, keeping this range of treats interesting and relevant to its audience.

In a category often dominated by functional messaging, this is an uncommon departure, and a welcome one.

Houdini: the magical guide

Guiding dogs and their owners through this world is Houdini, the brand’s mascot – a mischievous magician dog with a charming and slightly irreverent personality.

Houdini appears across packaging and brand communications, acting as a playful narrator for the brand’s expanding universe. As well as adding warmth and recognisability, the character helps create a stronger emotional connection with pet owners and gives the brand a consistent voice across existing products and future storytelling.

“Creating Houdini was such a joyful part of the process. Sometimes the best ideas come from letting go of logic for a moment – why not a dog in a top hat and a bow tie? His simple design and cheeky grin give him a lot of personality, and seeing him appear across applications helps tie the whole brand world together.”
Charlotte Stapleton, Senior Designer and Illustrator at Fishfinger

Designed for discovery

The treats themselves received just as much attention as the packaging. Each one is shaped like a miniature version of a human dish, reinforcing the core idea behind the brand.

The packs were intentionally priced lower and offered in smaller formats than many competitors, encouraging customers to pick up multiple flavours and explore different parts of the Wonderful World of Treats. The range is available both online and in major retailers such as Pets at Home. The packaging is also fully recyclable, which is unfortunately still a rarity in this category.

“We really wanted to create something that made people want to try the whole range. The moment we thought of reimagining human food for dogs, everything else just clicked. It gave us a great foundation to build something fun, letting pets experience flavours they would usually only dream of.”
John Walters, Creative Director at Fishfinger

A playful identity system

Illustrations are paired with an eclectic custom logo in a swirling script, alongside a set of doodled icons that reinforce the lighthearted tone.

Together, these elements create a visual identity that feels energetic, expressive and full of character, helping the packs stand apart on shelf while supporting the wider narrative world of the brand.

A brand built around imagination

Wonderful World of Treats shows how a clear, playful idea can be carried consistently from product to packaging to brand world – creating something distinctive, characterful and hard to ignore on shelf. By combining imaginative storytelling with a structured product system, the brand creates a framework that can continue to grow as new lands, flavours and adventures are discovered.

Wonderful World of Treats is available online or in retailers across the UK, most notably in the UK’s largest pet retailer, Pets at Home.