Wild One made pet gear a design object.

Wild One is a lesson in bringing DTC design to an under-designed category. Launched in 2018 in Brooklyn by Minali Chatani, Veronica Becchetti and Bill Wells — veterans of Bloomingdale’s, S’well and Warby Parker — it looked at a pet aisle that was “kitschy, overly outdoorsy, or poorly designed” and built the design-forward pet-lifestyle brand (often called the “Away or Everlane for pets”).

Its core is accessories, not food: harnesses, leashes, collars, poop-bag carriers, travel carriers, toys and beds — with a smaller line of consumables (treats, poop bags, wipes, shampoo). What ties it together is a minimalist, muted-pastel design system — soft blush, lilac, spruce and navy — so every piece reads as one coherent, giftable family. The whole point is design.

(Honest notes: it is a pet-lifestyle / accessories brand with a small food line, not a food-first brand; it is founder-led and privately held, with no publicly confirmed venture rounds (some databases list it as bootstrapped) and no acquisition; and its founders are Chatani, Becchetti and Wells. No official brand hex is published.)

Wild One lives in muted pastels. Click a swatch to copy the hex.

Wild One’s identity is minimalist, muted and cohesive — a blush, a lilac, a spruce, a cream, and a navy. The palette is soft, modern “millennial” pastel — muted blushes, lilacs and earth tones — applied consistently so products look like a matched set. It signals design, calm and good taste rather than kitschy pet-store clutter. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is a muted, cohesive palette signals design taste. Wild One’s world is calm and coordinated. For designers, it is a reminder that in a loud, kitschy category, a restrained, muted palette applied across every product can make a brand feel like a considered design system — instantly premium and giftable. The takeaways: choose a muted, cohesive palette; apply it consistently across the whole range; and treat any single hex as unofficial — using a deep navy for small text so the pastels stay soft.

The wordmark spirit is a clean minimal sans — calm and modern.

Wild One’s identity carries a calm, modern, design-led spirit — a clean “Wild One” wordmark across a coordinated, pastel product family. A clean minimal sans captures the mood: it is quiet and contemporary, the register of a brand modelled on DTC design leaders. Set against muted pastels, the minimal type feels tasteful and premium — exactly the design-object personality Wild One carries. It is minimal rather than playful, mirroring products styled like a matched set. (Wild One’s real wordmark, product colourways and packaging are trademarks and trade dress we describe but do not reproduce, and the exact typeface is not published, so we don’t assert it.) Because the specific mark is not ours to use, the honest description is “a clean minimal spirit,” not the Wild One logo. The type behaves like the brand: calm, modern and tasteful.

Wild One stands for good design.

Wild One is a lesson in design taste as a market gap. It didn’t invent the leash; it made beautifully designed, coordinated pet gear for owners who care how things look — filling a design vacuum in a kitschy category. The muted palette and matched-set system are the product’s reason to exist. The differentiator is coherent, tasteful design applied to the everyday.

For designers and brand-builders, Wild One offers a clear takeaway: an under-designed category is an opportunity. The lessons: find a category the design world has ignored; build one coherent, muted, cohesive system across every SKU; and let taste (not features) be the pitch. It is also a reminder to stay accurate: Wild One is an accessories-first pet-lifestyle brand (food is secondary), founder-led and privately held — with the palette here an unofficial interpretation. Wild One designed the pet aisle — proof that taste can be the difference.

Keep Wild One’s identity on hand — save it to a board in the Made Good inspiration library.