Part II | how to create a dachshund dog food brand | FMP

S2 Design

how to create a dachshund dog food brand.

contents

Introduction

004

Workshops

008

Editorial Workshop

009

Paper Folding Workshop

019

Screen Printing Workshop

029

Case Studies

038

Questionaires

050

Research

120

Paper Sample Collection

144

Brand Development

152

Illustrations

200

004 Chapter 01

introduction_

As a dachshund dog owner myself, i have found that there is a very limited range of dog food brands that do food specifically for dachsunds. Well known brands such as royal canin and tailor made services such as tails do ranges for dachshunds however it is seems to only be the normal food, also used for other breeds in smaller portions.

This is not the only prolem that dachshunds face, portion size does not determine good health. there are many aspects of a dachshunds health that need to be taken into account, for example their size means less excersise, oral hygiene and many others.

My aim is to create a dog brand which do a range of food specifically for dachshunds - minitures in particular.

008 Chapter 02

screen printing workshop with nicole line

038 Chapter 03

About Lily...

Lily is 8 years old. She is a miniature dachshund with chocolate and tan short hair. Lily lives with another dog - a small shi tzu/ Maltese poodle.

Lily loves...

• Snow • Sun • Small walks - especially on the beach • Balls • Hiding and sleeping under the blanket • Cuddles • Attention Lily hates...

• Loud sounds • Driving in the car- needs to be near or on the lap • Other dogs - especially their scent • Rain Lily’s personality...

• Shy - especially around new people or other dogs • Loud • Sleepy • The joker - always makes people laugh • Lap dog • Sleeps in awkward places- even if you move her • Moans Lily’s food...

• ‘Royal Canine’ hard food and ‘Butternut Box’ soft food • Peanut butter • Apple • Bones • Chicken • Yogurt • Cucumber Lily’s health...

• Operation on stomach to remove miscellaneous object • Dog bite on upper back - resulting in scaring

Ruby loves...

• Tummy rubs • Sun • Small walks - especially on the beach • Food • Hiding and sleeping under the blanket • Playing with the ball • Attention Ruby hates...

• Rain • Postman/ Post-lady • Other dogs - especially their scent • Rain • Long grass • Nail cutting Ruby’s personality...

• Shy - especially around new people or other dogs • Loud • Sleepy • Loyal • Lap dog • Sleeps in awkward places • Moans Ruby’s food...

• ‘Butchers’ / ‘Winalot’ tripe mix and ‘Pedigree’ small dog mixer • Peppers • Apple • Tuna • Chicken • Yogurt • Cucumber Ruby’s health...

• No medical problems

050 Chapter 04

questionairres_

What type of pet do you have?

Hamster / Rat 20%

Dog 40%

Rabbit 6%

Cat 34%

Dog .................................................

Cat .................................................

Rabbit ...............................................

Hamster / Rats ..........................................

Bird ................................................

Other ...............................................

6 5 1 3 0 0

40% 34% 6% 20% 0% 23%

How much, on average, do you spend on food a month?

+£30 8%

£0-£10 15%

£10-£20 23% £20-£30 54%

Once a week............................................ 1 Once a month........................................... 4 Once a year............................................. 1 Occasionally / rarely....................................... 5 Never................................................ 3

8% 31% 7% 31% 23%

Where do you buy food for your pet?

Online 1%

Pet store 41%

Supermarket ...........................................

Pet store .............................................

Online ...............................................

Petrol station ..........................................

Subscription ...........................................

Other ...............................................

Supermarket 58%

7 5 1 0 0 0

54% 38% 1% 0% 0% 0%

Do the brands you buy have a specific range tailored for you type/breed of pet?

Yes 38%

No 62%

Yes .............................................. 5 No ............................................... 8

38% 62%

What is important when you are buying things for your pet?

Type of food 8% Convenience 8%

Price 15% Health 69%

Health ............................................

Taste .............................................

Appearance .........................................

Price .............................................

Convenience ........................................

Type of food ........................................

9 0 0 2 1 1

69% 0% 0% 15% 8% 8%

How much, on average, do you spend on a accessories a month?

£10-£20 15%

£20-£30 8%

£0-£10 77%

£0 - £10 ........................................... £10 - £20 .......................................... £20 - £30 .......................................... £30 + ............................................

10 2 1 0

77% 15% 8% 0%

058 Chapter 05

Information found from www.thekennelclub.org.uk & Image from @ bachattheatelier (Instagram)

Information found from www.thekennelclub.org.uk & Image artist unknown (Pinterest)

For most of my imagery in my reseacrh and design journal, I decided to use Bach at the atelier’s imagery. The overall feel and look to the company is similar to that of my brand and I felt that it showed a good authentic feel with the use of simple colour palette and sharp imagery. The company don’t have anything to do with the dog retail market but they do have a miniture black dachshund which features throughout their feed.

102 Chapter 06

tate modern museum_

120 Chapter 07

144 Chapter 08

paper sample

collection

152 Chapter 9

Dashie Dashie the dachshund people

Dashie the dachshund people

Dashie Dashie Dashie the dachshund people

Dashie Dashie est 2019

DASHIE

Dashie established 2019

Dashie [Dashie] the dachshund people

DASHIIIE

DASHIIIE

food for hounds

natural food for hounds

dashie

dashie

dashie

dashie

dashie

dashie

Dog Beast (2019) Everything you need to know about a Dachshunds | dogbeast.com/pet/dachshund/

Julia Haas Photography (2019) Portfolio | juliahaas-fotografie.de/portfolio/

David Hockney with his two dachshunds by Tony Larkin | (2018) theguardian.com/artanddesign/

Dog Beast (2019) Everything you need to know about a Dachshunds | dogbeast.com/pet/dachshund/

Cheeky Dog Treats ........................

10gm Treat Sticks ........................

85 grams 85g

Cheeky Dog Treats ........................

10 gm Treat Sticks

........................

85g

85grams

Cheeky Dog Treat s ........................

10gm Treat Sticks

........................

85g

85 grams

Cheeky Dog Treat s ........................

10gm Treat Sticks

........................

85g

85 grams

Cheeky Dog Treats

........................................

10gm Treat ....................

Sticks ....................

Cheeky Dog Treats

........................

10gm Treat Sticks

........................

200 Chapter 10

Getting others to draw their interpretations on dachshunds in whichever way they found suitable.

existing image

image redraw and extensions

A collaboration with an illustrator meant for more variations on a chosen style