The logo is inspired by Saul Bass. whose style has an excellent balance between playfulness and tradition. The choppy lettering of the logo continues through the packaging, POP, and interactive elements. The teal color is only used here, not in any other part of the project, and this ensures that the logo stands out consistently on every package.
The packaging is the primary section of the project. My aim was to create something unlike anything else on the shelf. Current treat packaging across most brands uses a photo of a dog, a photo of the treat, and a logo. I chose to use illustration and pattern because it isn’t something you normally see in the market. The oval shape is also a new to the dog treat shelf. It is just as easy to grip as a box, but stands out visually.
There are 16oz and 32oz containers that come in two flavors and two sizes, resulting in 4 variations of Variety Snaps. The label colors are representative of the flavor, and the base colors are representative of the size of treat. This helps the customer quickly identify what they are looking for. Flavor recognition is also aided by the flavor icons under the name.
One of the phrases that Purina asked me to include is “wholesome goodness” and you can see that on the seal on the top of the package. Originally, the logo was part of the seal, but for simplicity sake I chose to make it a tab that connected to the logo. The lid is clear so the customer can easily see the product since there are no product pictures on the packaging.
On the bottom back is the Find Fido game, which is different on the two flavors. The customer can hunt for different breeds on the two flavors, count up how many of each there are, and input their answers into the website for a coupon.
The bulk packaging comes in two variations. There is a box for Big Bites and a box for Little Bites. The box shape seems doghouse-like, and is a refreshing change of pace from the oval. There is 10 clear 32oz bags on the inside to keep the product fresh, and the customer can view the product through the peepholes on the side.
The POP’s aim is to emphasize the treats in an appealing way in the store. It is 55in high and 25 in across. The bulk packaging will go at the bottom, the 32 oz on the middle shelf, and the 16 oz will go on the top. The stripes on the side were an addition to try to add variation of pattern. It can also be seen on my bulk packaging.
The counter container is a reusable glass canister that the customer can put treats in. I talked to many people about where they keep their dog treats in the house, and many of them said that they relocate their treats into a cookie jar to look nicer on the kitchen counter. The problem is that the treats lose their branding when this happens. I used two marketing strategies to get customers to buy this canister: continuity and scarcity. Continuity comes into play with the fact that the customer will be less likely to put another brand of treats into the canister, and therefore continue to purchase Variety Snaps. The canister would cost a little extra, but I thought that a good way to make up for this would be a limited time release maybe during the holidays. If the customers can only get it every now and then they will be more likely to purchase it when it is available. That is how I used the principle of scarcity. The proceeds could be donated to the Humane Society to justify the extra cost and give Purina excellent PR.
Facebook: the facebook page is just an example of how the design aesthetic could go with social media. I have designed a timeline photo and an example of a post.
The website’s homepage is very simple and to the point. Since there isn’t much content on Variety Snaps, I chose to fill the space with a looping dog video trying to get to the logo. It also ties into the dancing dog animation that I have. The Find Fido section is on the right where the customer can enter their answers to the game and the product code in order to get a 50% off coupon for Variety Snaps sent to their email address.
The youtube ads are meant to show the fun personality of the brand. They would go before a pet related video.
