-
Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws -
Haircare for Dogs
1/9
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
2/9
-
Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws -
Haircare for Dogs
3/9
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.
4/9
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.
5/9
-
Danielle Muntyan OUGD603 Extended Practice Brief # 7 Four Paws -
Haircare for Dogs
6/9
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
7/9
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
8/9
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
9/9
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.