Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

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The Brief

To both design and produce branding and packaging for a new, luxury upmarket haircare range for dogs.

Brief Type

Self-Initiated

Context & Target Audience

The pet product industry in the past couple of years has taken the market my storm, allowing for a wide range of specific niche products to be introduced to the consumer. The products are 100% organic and natural, which have been adjusted to have a pH balance specifically for dogs. There are 8 products in total, available in sets, pamper packs or as stand alone products.

The primary target audience is the consumer, particularily females, between the age of 22-35. The consumer would ideally be settled in a home, with a pet dog and possibly a family, or partner. Disposible income would be available for the consumer to buy luxury, upmarket products such as this.

The product range would be sold in independant Pet Boutiques and upmarket, luxury stores such as Harvey Nichols, Liberty of London, Harrods, Selfridges and The Dog Hotel.

Considerations

There are many considerations which needed to be thought through in regards to the brief, such as the initial product, range and distribution, in order to ensure the brand is on point with the brief.

Furthermore, considering the brand in context will help with having an attractive aesthetic and appealing tone of voice.

Cost is a factor to keep in mind - producing a high-end product at minimal cost.

Solution

Four Paws is a new, upmarket brand and, luxury line of haircare products for dogs. The brand name, is a play on the term, for Dogs, whilst creating a further connection with the consumer, further representing the product and packaging range at hand.

Evaluation

I feel very proud of the outcome of this brief, and feel I have completed it to the highest standard I could have. I feel this brief has given me a much better undertstanding of packaging design as a whole, as well as designing for specific target audiences. I feel the technical elements such as designing and producing elements such as packaging nets and vinyl wraps have shown versatility within my skill set, whilst being able to work keeping print costs, aesthetic and product image in-mind.

Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

Existing Products

There is a growing demand for pet haircare products, particularly for dogs. A variety of brands are currently available from Pets at Home Own-Brand, to TIGIs Pet Head - one of the most expensive products on the market at the moment, however mocks the products used for the human range.

Influence

From these varied yet existing product ranges, it is easy to see that a variety of target audiences and concepts have been considered. The branding and packaging for each is somewhat subtle in an obvious manner, using stereotypical icons such as paws and bones to represent the products themselves.

Contextual Research

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Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

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Associative Imagery

Following the Primary Research, further imagery was collected to help inspire the aesthetic of the Four Paws packaging.

The aesthetic chosen is that of basic, modern design with an upmarket, luxury, high-end twist.

Influence - Bottles

The aesthetic is influenced by simple glass bottles, forming a package featuring contrasting type. I felt the overall tone and aesthetic of the packaging examples featured showed interesting use of labelling, colour and type revealing the product, whilst allowing for prominent and recognisabe branding. This minimalist packaging also allows for a luxury edge.

Aesthetic Influence

Influence - Boxes

The aesthetic of the boxes is influenced by the above examples shown, reflecting both a high quality, luxury product and brand. The use of minimal colour and one choice of stock is appealing, creating a high-end product at a low initial cost, as seen with the Kiehls product packaging.

Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

Logo Development

After looking at existing brands and packaging, I began sketching out a few ideas for the brand, titled, Four Paws. I wanted to incorporate some iconography or illustration relating to dogs, whether a paw or a dog itself.

I quite liked the idea of a hand written logo, opposed to a minimal one as seen on the majority of the existing products. The product is handmade so this is a worthy route to follow.

The bottom right logo from above has been digitised, using the type face 'Johnny Quest Classic'. I felt this was the perfect balance between digital and hand written type, whilst allowing another more minimal typeface such as 'Lekton' to be used in contrast for additional information. I still felt this needed something more however, and drew up a poodle in a bath. As well as finding this quite comical in some respects, I felt it added a touch of fun to the branding as well as emphasising what the product line actually is.

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Development: Logo

Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

jonny quest classica b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! % & ( ) -

lektona b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! % & ( ) -

Four Paws Branding

The branding for Four Paws, features a combination of elements, including, packaging and website design. Therefore, the logo design has to be clear, simple and transferable across different forms of media, whilst reflecting the brand ethos of high quality, luxury, natural products.

Logo Design

The logo design combines the concept and product at hand, whilst being fun and representative of the range of products, using an illustration of a Poodle in a Bath.

Even though the products are high-end, the brand can allow to be playful and contemporary in its overall image and design.

Typography

Two different typefaces have been used, Jonny Quest Classic and Lekton, in order to create a contrast between different elements, whilst reflecting both the fun and luxury side of the products and its packaging.

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Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

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Packaging

Two types of product packaging has been designed and produced to house the product range.

The packaging produced consists of a Belly Band for the Shampoo and Conditioner duo pack, and a two-part box with ribbon pull.

Each element carries particular information about the specific product, i.e. logo, ingredients list, product name, product information and website address.

Stocks and Substrates

The concept and logo are subtly juxtaposed with a 160gsm Rose Grey Murano Hair Stock, giving an organic and natural feel to the product.

This is further complimented with a 160gsm Cream Coated Stock, adding a high-quality finish and contrast to the packaging. Furthermore a high gloss transparent Vinyl giving a high-end, polished finish to the product, whilst allowing for the logo to pop.

Outcome: Product Packaging

Tone of Voice

The tone of voice for both the branding and product packaging is high-end, luxury, natural and organic.

Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

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Pamper Pack

A further method of packaging a series of products in a Pamper Pack for dogs.

Using a hamper basket opposed to a box reflects a luxury, high quality product, whilst being associative to the idea of pets, picnics and fun!

This product would also be available to purchase in store.

Outcome: Product Packaging

Hang Tag

A Hang Tag, shaped like a dog house has been produced in addition to add a playful, fun finish to the stand alone products.

Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

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Outcome: Product Range

Product Details

Above shows an example of the product details listing on the back of the product. A Vinyl wrap has been used for this to allow for a clean, crisp finish.

Product Range

The 8 products in the Four Paws range are as follows:

- 2-in-1 Skin Soothing Shampoo- Detangling Shampoo- Whitening Shampoo- Gloss Shine Conditioner- Fur Tint- Fur Mask- Paw Butter- Bath Salt

Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws - Haircare for Dogs

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Outcome: Website Proposal

Website Proposal

The website proposal shows a simple 3 page website, giving basic information on the brand, whilst promoting the product range. I wanted the website to be easy to navigate around and be more visual than typography led. The website lists stockists as well as having a feature to search for your nearest stockist, via post code.