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PROJECT BOOK

Rebranding Campaign


Designers Notes

Pet Guard is located in Green Cove Springs, Florida. ey have been providing organic cat and dog food and products for their customers since 1979. More and more consciousness pet parents are turning towards organic pet food and products for their pets. As a society, we are becoming more aware of the benefits that organic products can provide our pets. e key drivers for the growth of organic pet products is that they are free of artificial colors and flavor enhancers, are USDA certified and contain no chemical additives or toxic pesticides to keep our environment green. Pet Guards brand identity is outdated and does a poor job of competing in today’s market. With a new brand identity, Pet Guard can increase their market awareness through e-commerce, expand sales and obtain new customers.


1.0 RESEARCH

2.0 CREATIVE

3.0 STYLE GUIDE

4.0 FINAL DESIGN

1.1••••Research

2.1••••Design Research

3.1••••Logo Standards

4.1••••Logo Design

1.2••••Creative Brief

2.2••••Static MB

3.1••••Signature

4.1••••Stationery System

1.3••••SWOT

2.3••••Logo Sketches

3.2••••Clear Space

4.2••••Package Design

1.4••••USP

2.4••••Interactive MB

3.2••••Logo usage

4.3••••POP & Trade Show

1.4••••Target Demographic

2.5••••Web Design

3.3••••Project Fonts

4.4••••ECommerce

3.3••••Colors

4.5••••Outdoor Media

3.4••••Design Elements

4.6••••Promotional

1.5••••Design Consideration

{Index}


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1.2••••Creative Brief 1.3••••SWOT 1.4••••USP 1.4••••Target Demographic 1.5••••Design Considerations

{1.0 Research}

1.1••••Research

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RESEARCH Abstract

Pet Guard Organic is a small family owned company located in Green Cove Springs, Florida. ey have been serving the community with quality organic pet food and products for over 30 years. When Pet Guard first entered the market in 1979, the company was a novelty; there were very few organic pet companies at this time. In response to public demands, the market for healthy and organic pet products has been growing over the last few years. Pet parents want organic pet products for the same reasons they want organic products for themselves. Concerns over the effects of chemicals, additives and preservatives on the health of our pets have many pet owners rethinking purchasing commercial pet products. Organic pet products contain no toxic pesticides and help to keep our environment green. All these reasons make this a perfect time for Pet Guard Organic to reposition themselves in the organic pet market today. is essay researches the organic pet market of today; what are the benefits of organic pet foods and products, why so many consumers are turning towards these products and who are Pet Guard Organic’s target audience. Pet Guard Organic has established itself as a dependable and valuable company in Green Cove Spring, Florida, but otherwise they are an unknown company. eir brand identity is weak and outdated. For Pet Guard to successfully compete in today’s organic pet market, they need

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RESEARCH

1.1

Introducing Pet Guard Organic

to rebrand. is paper outlines a rebranding campaign for Pet Guard. A new brand identity will strengthen Pet Guard and allow them to successfully market their products in large retail pet stores as well as through e-commerce. As part of the rebranding, it is suggested that Pet Guard Organic reconsiders changing their name to Vitality Organic Pet Food to position themselves better as an organic pet company. A new logo, package design, print advertisements and website as well as outdoor advertisement, radio and television commercials is suggested. By creating a new brand identity, Pet Guard Organic will be in a better position to compete in todays organic pet market and expansion can then take place.

In 2011, Pet Guard has been cited as having a poor growth cue. Recently, Pet Guard has expressed their desire to expand and be a major competitor in today’s market. To promote the expansion and sales of Pet Guard, this paper will discuss plans to develop an entire new brand identity. Rebranding will include a new name and logo, advertisements, package designs, e-commerce site and promotional pieces. With a new brand identity, Pet Guard can increase their market awareness through e-commerce, expand sales to pet stores, obtain new customers and ultimately become a major competitor in today’s organic pet food market.

Introduction

Pet Guard is located in Green Cove Springs, Florida. ey have been providing organic cat and dog products for their customers since 1979. ey are a family owned and run business and offer high quality organic pet products. In 1979, this company had very little competition. ey were forerunners at that time in the organic pet food market. In the recent years, contaminated pet food has been a wake-up call for pet owners, prompting many of them to leave the commercial pet food realm and venture into the organic pet food market. e key drivers for the growth of organic pet products is that they are free of artificial colors, flavor enhancers, are USDA certified, contain no chemical additives or toxic pesticides to keep our environment green.

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RESEARCH Pet Guard Organic

Pet Guard Organic’s products are certified organic and have undergone a rigorous regulatory certification process. To be certified, organic pet foods have to meet very strict standards set by the U.S. Department of Agriculture. ese standards state exactly how the ingredients should be produced and processed. All the ingredients found in Pet Guard’s products are grown right here is the USA from local farmers and ranchers. Pet Guard Organic is a privately owned family business with Steve Sherman as the company’s President and Sharon Sherman as the Vice-President. eir primary location is at Green Cove Springs, Florida. ey have been concerned about the important relationship between nutrition and health for cats and dogs for over 30 years. ey are very involved with community fund raising activities such as the 19th annual Dog Wash to benefit the Wake County SPCA and the 7th annual Pet Walk to promote pet health, pet adoption and pet safety. Over the years Pet Guard Organic has developed an emotional bond, trust and friendships with their consumers. Pet Guard Organic offers a wide range of products for cats and dogs from an assortment of wet and dry cat and dog food, treats, supplements and grooming products. ey encourage people to contact them personally if they have any concerns regarding their pets diet. ey have been recognized as a stellar organic pet food company along side Newman’s

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Own, Dick Van Patten’s Natural Balance, Castor & Pollux and Natura Karma. Pet Guard Organic has been awarded the Natural Choice Award two years in a row for providing their clients with the best possible foods, supplements and treats for cats and dogs. Pet Guard Organic products are free of artificial ingredients, by-products, colors, preservatives, excess sugars and salt. Cat and dog foods are mixed with natural whole grains and combined with organically grown vegetables such as carrots, freshly picked peas, young spinach and sweet potatoes. Pet Guard Organic not only provides pets with excellent organic products, they also help to minimize toxic chemicals and wastes in our environment by producing chemically free products.

Stellar Organic Pet Food


RESEARCH

1.1

e benefits of organic pet food

Organic refers to environmentfriendly farming methods that use no artificial pesticides, fertilizers or chemicals to produce the purest and most natural foods possible. Food that is certified organic ensures that growers, handlers and processors grow their produce without the use of pesticides and chemicals. No antibiotics or growth hormones are to be used for animals or poultry. Commercial pet foods can contain chemicals, additives and animal by products. ese animal by-products can include anything from the head of an animal, the intestines, bone, feathers, gristle, brain, even feces. Many companies advertise their pet product as natural, but natural is not organic. Natural pet food is typical better than most commercial

pet food, but there is still a distinction between natural and organic. Natural foods can contain antibiotics, herbicides and pesticides. Only certified organic pet foods will guarantee that no unwanted by products will be included in the pet food. Pet Guard Organic is one of the few organic pet foods companies that are USDA Organic certified. ey guarantee to provide their consumers with the best possible nutrition for their pets using only healthy, holistic and natural ingredients.

Why Organic

Commercial pet foods can contain chemicals, additives and animal by products. ese animal by-products can include anything from the head of an animal, the intestines, bone, feathers, gristle, brain, even feces.

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RESEARCH Benefits of Organic Pet Food

Veterinarians agree that well fed pets contract fewer diseases, look healthier and are more active than pets that do not receive a healthy diet. “Animals age better with better care,” Brown says.” Inferior nutrition wears down animals' immune systems and incites skin and coat problems. A lot of the wheat and corn allergies we see in dogs and cats might be from pesticides and hormones used in food, he says. We know that even at low levels of exposure pesticides increase the risk of cancer.” Chronic allergies, digestive disorders, pancreatitis, seizures, gum disease, arthritis, liver disease and cancer can be caused by the breakdown of a pet immune systems. Factors contributing to these disorders are poor nutrition and toxins found in many commercial pet foods. Pet Guard Organic pet products offer the concerned pet parents the opportunity to provide pets with the same health benefits that they seek for themselves. Pet Guard Organic food products contain antioxidants, vitamins and minerals to improve the skin and coat of our pets along with enhancing their immune system. Enhancing a pets’ immune system increases their energy level and helps to avoid obesity. Eco-friendly farming

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and production practices along with no pesticides, no synthetic fertilizers, no growth hormones, no GMO's and no antibiotics mean nutritionally complete and balanced products that work for our pets and our environment together.


RESEARCH

1.1

e demand for natural and organic pet food

Conclusion

e sales of natural and organic pet foods rose by 52 percent after the 2007 pet food scandal that resulted in the death of 39,000 cats and dogs in America. Feeding our pets organic food not only benefits their health but also contributes to better nutrition and a longer healthier life. When we feed our pet organic foods we are supporting organic farming; which benefits our environment. As the demand for organic pet products grows and the economy improves, Pet Guard Organic will be in a good position to take advantage of the increase sales of organic pet products. Pet Guard Organic is an established family business that has many unique selling positions. eir products are of high quality

and beneficial to both cats and dogs, they are one of the few USDA certified organic pet products in the market, all their products are made in USA, they are environmental friendly and they are constantly giving back to the community. As a small business, Pet Guard

Organic will have to market themselves more aggressively than their larger competitors. Pet Guard Organic brand identity is out of date and no longer reflects the forward thinking of the company. A new brand identity will communicate to the target audience that Pet

Guard Organic is current and innovated. With a new brand identify, they will increase market awareness through e-commerce and expand sales of their pet products to large pet stores by 2% over a time period of one year.

Organic Pet Food

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RESEARCH Solutions

As part of this new brand identity, the name Pet Guard Organic should be changed to represent the company more effectively. Along with this change, a new logo and stationary system will need to be created. Packages for all the products will be redesigned to include the new logo and reflect the company with an up-to-date modern appearance. When the rebranding is completed, a grand opening should take place to announce the change. e grand opening is important to make those who live in the community aware of the new brand identity and that the company will still provide them the same dependable service. e grand opening should be a fun event with contests and promotional giveaways to involve both the employees and customers. A strategic mix media advertisement campaign that includes print media, outside media, broadcast media and interactive media should be initiated. Print media would involve newspaper advertisements, advertisements in magazines such as Pet Fancy, flyers and direct mail. Outside media would be posters in strategic places such as bus stops and train stations, billboards in major cites, vehicle advertisement and trade shows. Broadcast media used would be radio and television commercials. Interactive media would include a new website design, mobile advertisements, web classified advertisements, banner advertisements, app, social networks such as Facebook and Twitter.

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CREATIVE BRIEF Creative Brief

All Pet Guard Organic’s products are certified organic. ey use ingredients that are grown in the USA from local farmers and ranchers. ey are a privately owned family business located at Green Cove Springs, Florida. ey have been concerned about the important relationship between nutrition and health for cats and dogs for over 30 years. ey are very dedicated to their community and have many fund raising activities to raise money for the local animal shelters. ey have developed emotional bond, trust and friendships with their consumers. Pet Guard campaign will need to show consumers that purchasing Pet Guard’s organic pet food will save them money in the long run. e health benefits of Pet Guard’s organic pet food will keep their pets healthy and youthful. is will save them money on expensive vet bills along with increasing their pets longevity. eir pets will have more energy and fewer risks of allergies with eating Pet Guard Organic food. Pet Guard has recently been cited with poor growth. ey need to rebrand. e rebranding should consist of changing the name to Vitality Organic Pet Food along with a new logo, packaging designs, print and web advertisements, websites and expansion to new locations in Florida. e campaign will educate customers of the health benefits of organic pet food and how it will increase their pet vitality and longevity as well as bring in new customers that are not presently using organic pet food.

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RESEARCH

1.2

Pet Guards mission and brand vision

BRAND MISSION • Committed to provide only natural alternatives  for our pets to provide a healthier environment  and lifestyle.   • Seek products that are free of artificial ingredients,  by-products, colors, preservatives, sugars, salt and made in USA. • Minimize toxic chemicals in the environment to improve our lifestyles extends to our pets as well.   

BRAND VISION • To be a leader in the organic pet food market and  expand sales to pet stores across the USA. • Help support local shelters to find homes for pets and prevent euthaniing. • To educate pet parents on the health benefits of  organic pet food.

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SWOT ANALYSIS Swot Summary

Pet Guard is one of the few pet food companies that produces a line of certified organic pet foods. Recently Pet Guard has been sited with poor growth clue. Today, pet parents are making a more conscious effort to provide organic and natural foods to their pets. From 2003 to 2009 the sales for organic pet food went from 14 million to 84 million. e sales for all natural pet food products are expected to grow to 3,150 million by 2014. Last year Pet Guard made a total of $2,800,000; not quite 3 million. e market has become flooded with natural and organic pet food choices. e SWOT analysis shows that Pet Guard will need to make some drastic changes to compete with the growing market. Each year more companies are creating natural and organic food products. e SWOT confirms that Pet Guard will benefit with a total make over, a new brand identity and culture. A new brand identity will represent the company and its excellent product and bring in a new target audience. To bring in new target audience, Pet Guard will need to be trendy and create a culture, one that will be compelling to compete successfully in the market today.

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STRENGTHS • Provides high quality organic  pet products.

• Established company. • Concerned about the safety  of the environment.

WEAKNESS • High costs of products. • Poor brand identity. • Poor e-commerce designs. • Not sold in pet stores.

• Loyalty to the community. 

• Unknown product.

• USDA certified organic.

• Lacking with social networks.

• Made in USA.

• Only one store.

OPPORTUNITIES

THREATS

• Trend in organic food.

• Present recession.

• New brand identity.

• Poor brand identity.

• Expand sales to pet store.

• Poor e-commerce designs.

• POP & Trade shows.

• Unknown product.

• e-commerce & social network.

• Competitive market.

• Expand store locations.

• FDA regulations.

• Eco-friendly packages.    

• Environmental influences.


RESEARCH

1.3

Pet Guards strengths, weakness, opportunities and threats

e SWOT analysis shows that Pet Guard Organic will need to make some drastic changes to compete with the growing organic and healthy pet food market.

SWOT MOOD BOARD

SWOT ACTION PLAN • Create a new brand name and identify. • Create an entire new marketing campaign which includes a logo, package design,  print design and web design.  • Market the products in pet stores to  expand sales and make the product well know to the consumers. Open up more than one store in Florida, then expand to  other states.  • Promote the brand by creating outdoor  advertisements, POP & Trade Shows,  e-commerce, radio & television.

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UNIQUE SELLING POSITION Key Tenets

USP • • • • • • •

High quality organic products Made in USA USDA certified organic Environmentally safe Solid old family business Beneficial for cats/dogs Community involvement

Vitality

Healthy Fun

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RESEARCH

TARGET MARKET

1.4

Pet Guards key tetents and target audience

Target Audience

With the recent scare of contaminated pet food and knowledge that antibiotics, chemical and pesticides in a pets diet have been found to lead to chronic diseases, many pet owners are switching to organic pet food. Pet Guard Organic is for those people who want their pets to eat as healthy as they do. ey are pet parents and treat their cat and dog as a family member rather than just a pet. e target age group is between 25-55, both men and women and from the middle to upper classes. ese customers will be educated, health conscious and well informed. ey may already be knowledgeable about the benefits of organic cat and dog food, live an organic lifestyle themselves. ey are concerned about the environment and live green. ey live an active lifestyle, use smart phones and are involved with social networks.

Pet Guard Organic is for those people who want their pets to eat as healthy as they do. ey are pet parents and treat their cat and dog as a family member rather than just a pet.

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DESIGN CONSIDERATIONS Pet Guards Competition

Pet parents want what best for their pets. at is why many of them choose to feed them organic pet food. By law, USDA certified organic pet food must follow exactly the same requirements and standards as those established for organic human foods. Certified organic pet food operations are required to maintain detailed records of all production and processing activity and are regularly inspected by a USDA-accredited agent to ensure that organic standards are met. Very few pet food companies are USDA certified organic. e three

major companies that are Pet Guard Organics competitors are Organix, Karma and Newmans Own. All three of these companies are USDA organic certified. Pet Guard Organic is not a well know company, they will need a whole new brand identify to compete with these well know companies.

USDA ORGANIC PET FOOD • No toxic and persistent pesticides • No artificial flavors, colors and  preservatives • No synthetic growth hormones • No antibiotics • No GMOs

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Pet Guards Major USDA Organic Competitors


RESEARCH

1.5

Pet Guards competitors and design considerations

Pet Guard Design Considerations

e three main strategy tenets of Pet Guard Organics is healthy, vitality and fun. e benefit of feeding cats and dogs Pet Guard Organics is to keep them healthy. A healthy pet will be alert, happy and enthusiast. Vitality is a lifelong desired effect from a healthy diet. Pet parents are passionate about their pets. ey are committed to feeding them the healthiest food possible.

e-commerce, radio and television. Images used will be those that demonstrate the three strategy tenets: healthy, vitality and fun. Owners with their pets showing their love and compassion, pets starting at a young age growing into healthy adults and pets with a lot of vitality from the nutrients in the organic food. Once this campaign begins, Pet Guard Organic can then expand their market to local pet supply stores and further promote their sales through e-commerce and social networks.

Presently Pet Guard’s brand identity is weak and does a poor job of representing the target audience and the organic market of today. Pet Guard Organic is planning to expand in the next year to promote sales and entice new customers. To compete in today’s market, Pet Guard Organic needs a new brand identity. It is suggested that the name Pet Guard Organic be changed to a company name that better represents the brand essence. e name Vitality Organic Pet Food is proposed. Vitality is one of the strategic tenets and represents the lifelong affects that providing Pet Guard Organic products can give our pets. A multi piece marketing campaign is needed to market Pet Guard Organic as a dependable and value company. is includes a new name and new company logo. As part of this marketing campaign, new packages will be designed along with a new web and blog site. To further promote the brand, outdoor advertisements would be used along with trade shows,

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2.2••••Static Mood Boards 2.3••••Logo Sketches 2.4••••Interactive Mood Board 2.5••••Web Design

{2.0 Creative}

2.1••••Design Research

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DESIGN RESEARCH Brainstorming

Before creating my three mood boards, I brainstormed and created a list of inspirational words. is list described the essence of Pet Guard Organic. Brainstorming helps me to develop creative ideas and to think outside the box. Creating this list helped me to decide upon which directions I would take to represent my three distinct mood board designs. I then placed these words into a mind map for a visual representation.

Brainstorming helps me to develop creative ideas and to think outside the box.

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Mind Map


CREATIVE

2.1

Design research and color studies

Color Studies

Healthy/Green

Pentagram colors organic energetic color palette.

1

Passionate/Dependable

2

Pentagram colors robust, sophisticated earth tones.

Vitality/Fun

e first palette represents the company for the tenets of Healthy and Green. is color palette has a more organic look. e second color palette represents the company as passionate and dependable. ese colors are more earthy tones with a sophisticated appearance. e third color palette represents the company as vitality and fun. ese colors are colors found in a childs palette and also colors found in fruit and vegetables.

3

Playful, childrens color palette and fruit and vegetables.

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MOOD BOARDS Healthy/Green

is mood board emphasizes the key tenets of Healthy/Green. To give an organic feel to the layout, curvilinear shapes of rounded and curving lines were used. is creates a soft natural look to the mood board thus makes the layout appear more friendly. e organic motifs that were used are scrolls, flowers and butterflies. e narrative behind this mood board evolves around these tenets, feeding kittens and puppies organic food will allow them grow into healthier adults. e hand drawn section represents the infancy stage of kittens and puppies. e kitten and puppy start their young life eating healthy organic food. ey step through the hoop into adulthood as healthier pets. An energetic palette of orange, yellow, green, blue and purple is used. is palette is associated with the organic fruit and vegetables as well as flowers and butterflies. ese colors are a combination of warm and cool colors to give a comforting and welcoming appearance to the mood board, yet they are bursting with energy.

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1


CREATIVE

2.2

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MOOD BOARDS Passionate/Dependable

is mood board represents Vitality Organic Pet as passionate and dependable. A more conservative approach was taken to present this company as dependable, serving the community for over 30 years. Love and compassion for their pets is shown with images of men, woman and children with their pets. ese Images demonstrate Vitality Organic Pet as a passionate and caring company, providing only high quality products. Other images in the mood board such as the fruit and vegetables, flowers, leaves and herbs are shown to represent the organic nature of the products. e use of a more traditional layout with a combination of straight and curved lines, present the layout as quiet and calm yet graceful. e horizontal lines depict the company’s stability and dependability. e curve lines refer to the organic nature of the products. e colors used are of a quiet palette; the emotional response they elicit is a sense of comfort and welcoming. ese colors are earth tones that show compassion and are colors found in fruit and vegetables.

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2


CREATIVE

2.2

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MOOD BOARDS Vitality/Fun

is mood board is presented as playful and represents the tenets of vitality and fun. A little humor is placed in this mood board to give these pets a personality. Images used are suggestive of fun, humor, energy, playfulness, food and friendship. Vitality Organic provides our pets with a healthy, organic food that will help them grow and develop strong. Eating organic pet food will give them vitality and in essence they will have a better quality life. Our pets will live happy, healthy lives. Curved lines have a connection to the natural world and give this mood board a sense of warm and a welcoming feeling. ese flowing curved shapes mimic those found in nature and are used to represent the organic food. e color palette is playful with an almost childlike quality. ese colors are a mixture of vibrant warm and cool colors. ey are intense and suggest fun and activity. ey are also colors found in fruit and vegetables.

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3


CREATIVE

2.2

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LOGO SKETCHES Logo Sketch Designs When creating my logos I maintained the five principles of logo design; simple, memorable, timeless, versatile and appropriate. e logomarks I created provide a unique representation of Vitality Organic. I aimed at creating logo marks that were not your typical logo marks done by other pet food companies. Logo one is for my Mood Board Healthy/Green. In this logomark, the cat and dog are looking out into the horizon. Logo two is designed for the Mood Board Compassionate/Dependability. I designed this logo to represent this company for its compassion and dependability. e third logo mark I designed turned out to be everyone’s favorite. After many revisions, I felt that I was quite successful in implementing this logo. e V comes that comes to a sharp point is more dynamic and represents this mood board for its vitality and fun. I decided on the color orange to symbolize the vibrant energy of this logo.

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H

en e r G y/ h t l a e

1


CREATIVE

2.3

Logomark explorations

Pass iona

te/D

epen d

able

2

Vita li

ty/F un

3

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LOGO SKETCHES 1 Plastilin Plastilin is a display font that has a very organic feel with its soft, curved letterforms.

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CREATIVE

2.3

Logotype explorations

3 Cronos Pro A sans serif font that has a warm, fun appearance. It is easy to read and has a hand written quality to it.

2 Savito Pro is is a script font that has a lot of vitality and fun with its spontaneity and liveliness, yet this font is easy to read.

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AMINATED MOODBOARD Healthy/Green In this animated storyboard I wanted to show how eating Vitality Organic will help our pets to be happy and healthier. Starting our pets at a young age eating healthy organic food will keep them healthy their entire life. In my animated mood board I show these two pets growing up. ese pets display their love and affection for each other. To maintain the organic look of the animated mood board, I brought in some of the elements from the static mood board such as the organic motifs of scrolls, flowers and butterflies.

1

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Passionate/ Dependable In this video, I brought my static mood boards to life. I used the man loving his dog and the woman loving her cat. e second phase of this mood board are small video clips of small children loving their pets. ese movies bring the compassion for our pets to life. e third part of this mood board are transitional images of children, men and woman loving their pets. At the end, I placed in the short video with the logo that I created for this mood board.

2


CREATIVE

2.4

Animated mood board explorations

3

Vitality/Fun In this video, I show the young cat and dog sleeping in their little house. e description words drop down as the pets sleep peacefully. e camera zooms in on the kitten to reveal his vivid dreams. e camera zooms in on the puppy and the dreams of the dog unfold. e camera zooms on both pets, as they dream of what they will become when they grow up, eating Vitality Organic Pet Food and being friends forever.

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WEB DESIGN 1

Healthy/Green I created this site map to have the same organic look and feel as the mood board. To give an organic feel to the sitemap I used curvilinear shapes of rounded boxes for the navigation. Both wireframes display the same organic look as the mood board. e large image of the cat and dog together will be the image used in the space indicated. I will maintain the same curvilinear shapes of rounded and curving lines. e main navigation is simple with only 6 links. e colors used in both sites will be the same colors from the mood board.

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Site Map


CREATIVE

2.5

Healthy/Green Web design exploration

Wireframe-Website

Wireframe-Mobile

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WEB DESIGN 2

Passionate/ Dependable Keeping with the same look and feel of the mood board, I used horizontal boxes to represent the company’s stability and dependability. I kept my layout clean and simple. I stayed with a simple grid and kept everything on this grid. I used a more conservative and traditional look in both sites. e images I use will be the same ones found in the mood board showing individuals holding their pets to represent the compassion this company has for our pets. Again, I will maintain the same navigation with six main links and sub navigation.

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Site Map


CREATIVE

2.5

Passionate/Dependable Web design exploration

Wireframe-Website

Wireframe-Mobile

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WEB DESIGN

3

Vitality/Fun I used the same site map design just varied the link styles. To represent this mood board, I created the site map with the same fun appearance. I used curvilinear shapes with oval boxes to give a sense of warmth and welcoming to represent Vitality Organic Pet. I wanted to keep the same design element that I used in my mood board and at the same time keep my layout simple. e movie portion in these sites will be the large image of the pets inside the dog house. I will use the same images that I used in my mood board for both these of these sites.

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Site Map


CREATIVE

2.5

Vitality/Fun Web design exploration

Wireframe-Website

Wireframe-Mobile

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WEB DESIGN Healthy/Green Final roughs of website design and smart phone mobile site.

2

Passionate/ Dependable Final roughs of website design and smart phone mobile site.

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1


CREATIVE

2.5

Final roughs for website designs

Vitality/Fun Final roughs of website design and smart phone mobile site.

3

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3.1••••Signature 3.2••••Clear Space 3.2••••Logo Usage 3.3•••• Project Fonts 3.3•••• Colors 3.4••••Design Elements

{3.0 Style Guide}

3.1••••Logo Standards

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LOGO STANDARD Vitality Organic Logo

e new brand idenity for Pet Guard is Vitality Organic Pet Food. e new logo design references the playful qualities of the new brand identity and the tenents of fun, vitality and healthy. e logotype is the font Plastilin, a display font that is fun, energetic, organic looking with soft curved letterforms. e logotype and mark can be used together or separately, this offers a lot of versatility. e letter V and Y take the shape of a tree to represent the organic qualities of this product. e logo mark displays the cat and dog opposite each other to represent the strength these animals develop from eating Vitality Organic Pet Food. ey almost appear noble, but placed inside the circle maintains a sense of warm and fun for the logo.

e new logo for Vitality Organic Pet Food is simple and easy to reconize. Along with simplicity, the new logo is memorable. It is versatile in that it can translate over many platforms such as print ads, multi media, apps and outdoor advertisement. e logo looks just as nice as a black or white image.

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Present Logo and Brand identity

New Logo and Brand identity


STYLE GUIDE

SIGNATURE

3.1

Logo standards and signature

Signature Logotype

Logomark ©

•••for happy, healthier pets Tagline

L ogo Fonts

e logo is best used in the horizontal orientation. e logomark may be used without the logotype. e logotype must always have the logomark and may not appear alone. e logotype is the font Plastilin, a display font. e logo is created as outlines and has been redesigned for the logo. e V and Y must stay constant and follow along the baseline and above the small letters to give the effect of a tree. e paws must stay the same

color as the V and Y and appear between the i and t, unless the logo is in one solid color. e logomark must stay the same color as the lowercase letters inside the logomark. e text, organic pet food, must remain in black unless the logo is designed in a solid color. e font for the tagline is Crono Pro Semibold Display Italic. It may or may not accompany the logo.

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Logotype

OO

CLEAR SPACE OO

OO

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Logomark

OO

OO OO

A clear space void of any imagery and typography must always surround both the logotype and the logomark. As shown in the diagrams, the clear space (denoted with an ‘oo’) is always proportional to the height of two capital Os of type reading of ”Organic Pet Food.”

OO

OO

Organic Pet Food


STYLE GUIDE

LOGO USAGE

Clear space and logo usage

Organic Pet Food

Organic Pet Food

Organic Pet Food

Organic Pet Food

e main logo for Vitality Organic Pet Food will be orange and green. e alternate colors are brown, red and blue. e V and Y and paws must be the same color, unless the logo in one tone. e logomark and lowercase text will be the same color. ese colors offer the best contrast and can be used on a variety of package designs and promotional pieces. e logo mark can be used alone. e logmark can be used in any of the six colors, depending upon the usage. e logo can be used in any of the six colors as one tone.

3.2

Orange

Brown

PMS: 158C

PMS: 7568C

Red

Blue

PMS: 485C

PMS: 279C

Yellow

Green

PMS: 7408C

PMS: 7739C

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LOGO USAGE USEAGE • Do not place the logo on  complex background images that impairs the readability  or conflict with the colors.

Unacceptable Image

Acceptable Image

• Do not place the logo within  a sentence or paragraph. • Do not warp the logo. • Do not modify the color  from the six PMS colors. • Do not modify or alter the  proportions of the logo.

Unacceptable Image

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Acceptable Image


STYLE GUIDE

LOGO USAGE

Acceptable and unacceptable logo usages

Unacceptable Usage In order to preserve the integrity and legibility of the logo, do not place the inside Organic Pet Food the body copy.

Acceptable Usage In order to preserve the integrity and legibility of the logo, do not place the logo behind the body copy. Organic Pet Food

Organic Pet Food

Organic Pet Food

Organic Pet Food

Organic Pet Food

In order to preserve the integrity and legibility of the logo, do not use any other color except the six PMS colors.

Organic Pet Food

3.2

Organic Pet Food

In order to preserve the integrity and legibility of the logo, do not distort or warp the logo. Do no modify or alter the proportions of the logo.

Organic Pet Food

In order to preserve the integrity and legibility of the logo, there are certain rules to follow. Place the logo with the appropriate clear space allowed.

Organic Pet Food

Organic Pet Food

Organic Pet Food

Organic Pet Food

In order to preserve the integrity and legibility of the logo, use only the six PMS colors. e logo can be used as a single tone on merchandise.`

Organic Pet Food

In order to preserve the integrity and legibility of the logo, letterforms that have been created as outlines in Illustrator will be given to the designer.

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PROJECT FONTS Plastilin Regular

ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Plastilin has soft, curved, stroke terminals of characters and small pointed serifs. The font was chosen to use in the logo for its organic, fun appearance. Plastilin is only to be used in the Logotype. The letters V and Y have been altered to create the logo. To assure accuracy, the letterforms have been created as outlines and will be given to the designer upon request.

Cronos Pro Regular ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Cronos pro is award winning typeface. It is a sans serif font with a large typeface family. Cronos Pro has a warm, friendly appearance with great readability. Crono Pro has a handwritten appearance, yet is a very elegant font. Cronos Pro complements Plastilin and is the only font to be used in the tagline. It was chosen to use in this project because of its great readability, handwritten qualities and fun and friendly appearance. is font works well for the headings, subheadings, pull out text as well as the body copy, maintaining consistency yet offering a lot of versatility. 51 VITALITY ORGANIC REBRANDING CAMPAIGN

Cronos Pro Semi Bold Display ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Cronos Pro Semi Bold Display Italic ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Cronos Pro Bold Display ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Cronos Pro Bold Display Italic ABCDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz


STYLE GUIDE

COLORS Project Colors

e color palette is a mixture of vibrant warm and cool colors. ey are intense and suggest fun and activity. ey are colors found in fruit, vegetables and animal fur. e color orange is a playful color and is used to symbolizes energy and vitality. Green is associated with nature, ecology and the environment. Both these colors are used in the logo. e colors blue and brown represents Vitality Organic Pet Food as a reliable, dependable and committed company. e color yellow is a cheerful and represents happiness. Red is used to represent passion and strength. Together these colors offer a strong color palette that symbolizes vitality, fun, nature, health, trust, loyalty, compassion, dependability, energy and playfulness.

3.3

Final project fonts and colors

Blue

Red

PMS: 279C C: 82 M: 40 Y: 0 K: 0

PMS: 485C C: 2 M: 98 Y: 95 K: 0

Green

Orange

PMS: 7739C C: 83 M: 7 Y: 96 K: 1

PMS: 158C C: 4 M: 69 Y: 99 K: 0

Yellow

Brown

PMS: 7408C C: 0 M: 23 Y: 99 K: 0

PMS: 7568C C: 40 M: 63 Y: 80 K: 0

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DESIGN ELEMENTS Project Patterns

To add to the fun appearance of the brand identity, a small patterns was created from the simple paw element taken from the mood board. is small elements was designed with consistency in mind but also designed to be unique. Paw prints have been used throughout designs for pet food products. It is something that is easy to recognized and associated as a product for a pet. e circle was taken from the mood board and the paw was placed inside. To expand on this idea, smaller circles were created to surround one larger circle then placed inside a square. e paw design can work either horizontal or vertical, depending upon the application it is placed in.

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STYLE GUIDE

3.4

Final design elements

Project Designs

To go with the dreamlike theme of the moodboard, a dreamlike vector tree was created. e pets are dreaming about all the organic fruit and vegetable that go into Vitality Organic Pet Food. is image was created from the inspirations of the curved elements in the mood board and the treelike look of the V and Y in the logo. is tree image was designed to use on T-shirts and other fun applications such as shopping bags. ese items will be given away as prizes at grand opening celebrations as well available to purchase online and at various pet stores.

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4.1••••Stationery System 4.2••••Package Design 4.3••••POP & Trade Show 4.3••••E Commerce 4.4••••Outdoor Media 4.5••••Promotional

{4.0 Final Design}

4.1••••Logo Design

56


FINAL LOGO L ogo

A new logo was created, one that represented the company with an up-to-date modern appearance. A new brand identity will strengthen Pet Guard and allow them to successfully market their products. e new logo has playful qualities and represents the tenents of fun, vitality and healthy. To maintain an organic look, the letters V and Y take the shape of trees. e logo mark was reworked several times to come to the final display of the cat and dog opposite each with the outside circle removed. e primary colors used in the final logo are orange and green.

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Organic Pet Food

Organic Pet Food


STATIONERY SYSTEM

FINAL DESIGNS

4.1

Logo design and stationery

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PACKAGE DESIGN Snack Packages

ese package will be an introductory containers for the rebrand of Vitality Organic Pet Food. ere will be two different package designs, one for cats and one for dogs. e design will be a fun box design, something that pets parents would want to purchase and carry around with them. ey will be willing to spend extra money for a fun package design. e size of the package will be kept small to make it portable and handles placed on the package to be easier to carry. e new logo will be displayed on the two packages in two different color themes. is will show the client the versatility of the new logo design for Vitality Organic Pet Food.

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FINAL DESIGNS

4.2

Petite packages

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POINT OF PURCHASE & TRADE SHOW POP & Trade Shows Point of Purchase displays create a more exciting shopping environment and a great way to promote Vitality Prganic Pet Food. î Łis POP will be strategically placed in small boutique pet stores that carry organic pet food.

A Trade Show is an inexpensive way to promote Vitality Organic Pet Food. Many people attend Trade Shows and it is a great opportunity to advertise the new brand identity and bring in new clients. Trade Shows will give Vitality Organic Pet Food an opportunity to personally meet customers. Trade Booths oer a more personal exposure for the company and the customers.

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FINAL DESIGNS

4.3

POP and Trade Show

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ECOMMERCE Final Web Designs

Shown here are the final website, mobile site and blog page. Along with these site, app and social network sites will be created. e layouts for the home pages follow the principles of design with nice contrasts, a simple navigation and colors that represent the company and the target audience. e final sites are colorful, have great contrast, utilize a grid, maintained margins, contain fun elements and interesting graphics. e sites are designed to be users friendly with a navigational bar that is easy to locate and easy to navigate through.

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FINAL DESIGNS

4.4

Website, Mobile and Blog

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OUTDOOR ADVERTISEMENT Outdoors

Outdoor advertisement is a great way to get the information across to a lot of people at one time. Billboards are a relatively inexpensive form of advertisement and can reach a lot of people. Billboards have to be simple since a driver only has a few second to read them. For this section I created billboards that are easy to read when driving at a high speed along the highway. To further promote the brand, advertisements will be placed on vehicles that transports Vitality Organic Pet Food merchandise. Posters will be placed in strategic areas where this target group frequents such as airports, bus stops, train stations and subways.

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FINAL DESIGNS

4.5

Outdoor advertisements

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PROMOTIONAL Promotional

T-shirts are a great way to advertise the rebranding of Vitality Organic Pet Food. Clothing communicates and what better way to advertise the new branding of Vitality Organic Pet Food than with two different fun designed t-shirts. e color of the company brand, orange, will be maintained on the first two t-shirt designs. is will establish the original company logo. e staff will wear these same t-shirts. As part of the grand openings of new stores in Florida, t-shirts, hats, mugs, water bottles and pet treats will be given away as prizes. Some ephemeras will be pet toys, key chains, pens and mouse pads.

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Organic Pet Food

Organic Pet Food

Organic Pet Food Organic Pet Food

••• for happy, healthier pets

••• for happy, healthier pets

Org

an

ic P et

Fo o

d Org

an

ic P et

Fo o

d

Org

an

ic P et

Fo o

d Org

an

ic P et

Fo o

d


FINAL DESIGNS

4.6

Promotional and Giveaways

Organic Pet Food

Organic Pet Food

•••for happy, healthier pets!

Organic Pet Food

• •• for happy, healthier pets

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Organix Caster & Pullux. (2013) Retrieved March 14, 2013 From: http://www castorpolluxpet.com. Newbury, Umut. (2006) Natural Pet Foods. Retrieved September 4, 2012 From: http://web.ebscohost.com. Nutricap Labs. (2012). e Organic Pet Industry, Barking Up e Right Tree. Retrieved September 18, 2012 From: http://www.nutricaplabs.com. Pet Guard. (2012). Pet Guard. Retrieved on August 29, 2012. From http://www.petguard.com. e Florida eatre. (2012) Pet Walk. Retrieved September 4, 2012 From: http://floridatheatre.com. U.S. Environmental Protection Agency (2012). Organic Farming. Retrieved September 3, 2012 From: http://www.epa.gov. Weinschenk, Susan. (2011). 100 ings Every Designer Needs to Know About People. Berkeley, CA: New Riders. Whelan, Bride. (2006). Color Harmony 2. Rockport Publishers. Gloucester, Massachusetts. Whole Foods Magazine (2012). 2011 National Choice Award. Retrieved September 4, 2012. From: http://www.wholefoodsmagazine.com.


Images Baxter, A. (Photographer) 2012. Billboard. Getty Images. (2013) Retrieved: March, 26, 2013 From: http://www.gettyimages.com/154336285. Bodmann, M. (Photographer) 2012. Cat meal. Getty Images. (2013) Retrieved: March, 20, 2013 From: http://www.gettyimages.com/ 154954375. Bodmann, M. (Photographer) 2011. Cat meal. Getty Images. (2013) Retrieved: March, 25, 2013 From: http://www.gettyimages.com/ 72655350. Burton, J. (Photographer) 2012. Golden Retriever puppy and kitten. Getty Images. (2013) Retrieved: March, 8, 2013 From: http://www.gettyimages.com/128621107. Carr, M. (Photographer) 2011. Young man with cat Getty Images. (2013) Retrieved: March, 18, 2013 From: http://www.gettyimages.com/ 74362714. Craftvision. 2012. ree dogs in line. Getty Images. (2013) Retrieved: March, 18, 2013 From: http://www.gettyimages.com/54935072. Florette. (Photographer) 2011. Sir Mopsy. Getty Images. (2013) Retrieved: March, 23, 2013 From: http://www.gettyimages.com/158941380. fotoVoyager. 2012. Truck. Getty Images. (2013) Retrieved: March, 26, 2013. From: http://www.gettyimages.com/157283564. Guler, M. (Photographer) 2011. ree buddies. Getty Images. (2013) Retrieved: March, 20, 2013 From: http://www.gettyimages.com/ 157531672. Guler, M. (Photographer) 2011. Little bite. Getty Images. (2013) Retrieved: March, 18, 2013 From: http://www.gettyimages.com/157313695. Guler, M. Photographer) 2012. No one can touch him.. Getty Images. (2013) Retrieved: March, 22, 2013 From: http://www.gettyimages.com/ 157610291. Hoffmann, M. (Photographer) 2013. Pet Photography. Kato Index pg, pg 4, Nollie pg 24, 60, and 68. Johner. (Photographer) 2012. Man with cat. Getty Images. (2013) Retrieved: March, 18, 2013 From: http://www.gettyimages.com/ 77511511. Kelly,S. (Photographer) 2012. Young Girl. Getty Images. (2013) Retrieved:


March, 25, 2013 From: http://www.gettyimages.com/156781052. Legg, R. (Photographer) 2012. Yellow lab. Getty Images. (2013) Retrieved: March, 20, 2013 From: http://www.gettyimages.com/155139355. Maravic, V. (Photographer) 2012. Friends. Getty Images. (2013) Retrieved: March, 25, 2013 From: http://www.gettyimages.com/108347583. Murphy, S, (Photographer) 2012. Mature man with dog. Getty Images. (2013) Retrieved: March, 8, 2013 From: http://www.gettyimages.com/ 200026960-001 Murphy, S,. (Photographer) 2012. Attractive young girl with cat. Getty Images. (2013) Retrieved: March, 1, 2013 From: http://www.gettyimages.com/ 108087312 Nikitina. E. (Photographer) 2012. Boy with Cat. Getty Images. (2013) Retrieved March, 18, 2013 From: http://www.gettyimages.com/158714971. Parson Russel. Getty Images. (2013) Retrieved: March, 23, 2013 From: http://www.gettyimages.com/ 163590505. PierreDesrosiers. (Photographer) 2012. Young woman with cat Getty Images. (2013) Retrieved: March, 21, 2013 From: http://www.gettyimages.com. 155133965.Photodisc. 2011. Scheele, K (Photographer) 2012. Girl with dog. Getty Images. (2013) Retrieved: March, 8, 2013 From: http://www.gettyimages.com/ 139073924. SelectStock. 2012. Young Woman hugging dog. Getty Images. (2013) Retrieved: March, 1, 2013 From: http://www.gettyimages.com/10093564. SelectStock. 2011. Young woman with dog. Getty Images. (2013) Retrieved: March, 1, 2013 From: http://www.gettyimages.com/ 132264657 Stein, C. (Photographer) 2012. Christmas dog. Getty Images. (2013) Retrieved: March, 23, 2013 From: http://www.gettyimages.com/ 149625557. Sufer, H. (Photographer) 2012. Doberman waving goodbye. Getty Images. (2013) Retrieved: March, 22, 2013 From: http://www.gettyimages.com/ 154451860.


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Mary E Hoffmann Hoffmanns Design Creative Director 203.606.6045 www.hoffmannsdesign.com


•••for happy, healthier pets


Vitality