A central conflict is the "secrets that come with" having supernatural abilities and the burden of hiding one's true self to fit into society.

The story follows 14-year-old (Aimée Kelly), a secret Wolfblood living in a rural English town. Her world changes when a new student, Rhydian Morris (Bobby Lockwood), arrives at her school. Unlike Maddy, who has been raised with strict rules to hide her nature, Rhydian is a "wild" Wolfblood who struggles to control his abilities.

Reviewers from Common Sense Media note that the show serves as a metaphor for the physical and emotional changes of puberty.