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