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

S1 Research

how to create a dachshund dog food brand.

contents

Introduction

004

Field of Study

010

History

022

Secondary Research

040

Focus

076

Case Studies

112

Literary Review

135

Conclusion

148

Bibliography

154

Appendicies

160

004 Chapter 01

introduction_

about the author As a Graphic Designer, I am passionate about communication. Design allows me to connect to the world and create work with meaning. I understand the importance of research and appreciate the effect it has had on my practice. I am a very hands-on person and am able to visualise what the final outcome will be, and work towards that goal.

The use of Illustration and Graphic Design, I believe, is a powerful pair. I am fascinated with layout and composition and how this can be pushed to the limit with the use of negative space. Clearly communicating through the simplicity and strength of graphic design, I know is key to my success as a designer.

Behance

gabriellafrylinck

Instagram

gabriellafrylinck (portfolio) gaby_frylinck (progress)

Email

gaby.frylinck@hotmail.co.uk

Issuu

gaby.frylinck

the brief 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 dachshunds. Well known brands such as Toyal 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 problem 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 exercise, oral hygiene and many others.

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

Image found from AMSTAPHY at amstaphy.com

010 Chapter 02

field of study_

evolution of pet ownership Throughout history, animals have played a key role in human life. People have come to depend on animals for food, clothing, and transportation. At many times throughout history, and in many cultures around the world, animals were also the focus of religious worship.

Although animals still maintain many of those traditional uses around the world, the role of animals in society has also changed. In the last several hundred years, there has been a massive increase in the number of animals kept purely for companionship and pleasure.

Pet keeping wasn’t generally accepted in Europe until the end of the 17th century, and it wasn’t common among the middle classes until the late 18th century. Pet keeping in its present form is probably a 19th-century Victorian invention. At this time, it was perceived as a link with the natural world, which itself was no longer seen as threatening. It also allowed a visible demonstration of man’s domination over nature.

Information found from pedigree.com

Britain had been a centre for dog breeding since Roman times, and one of the first formal competitive dog shows was held in Newcastle in 1859 for the Pointer and Setter breeds. Still, little was known about the inheritance of various characteristics until Charles Darwin published The Origin of the Species in 1859. Since that time, dog breeding has become more formalized with the establishment of strict breed standards.

The practice of pet keeping in Victorian times also reflected other social attitudes of the time. Pet keeping was not considered appropriate for the ‘lower classes,’ as it was thought to encourage the neglect of other social duties.

human and animal relationship Human and animal companionships are very important in today’s society with many more people relying on some sort of animal companion. They have been known to have health benefits, including mental, physical, psychological and social highlights. In today’s society, support dogs are used not only for physical but mental aid.

“The research suggests that animals make us look friendlier, happier, more approachable, and less threatening” (Dr O’Hare) Animals don’t only promote health benefits but allow those in our society who don’t have another human companion in their life to project their love and affection onto something else- in this case a dog or cat. In recent times, much attention has been devoted to the notion that keeping a dog (or possibly a cat) can benefit the owner’s health in multiple ways – reducing the risk of heart disease, combating loneliness, and alleviating depression and the symptoms of depression and dementia.

In this day and age, pets are seen as part of the family and are treated as though they are human.

Left page: information found from American Veterinarian & Right page: image Paris Metro, 1980 | Photography by Peter Turnley

humanization of animals Many large companies such as IKEA, are creating specific pet related collections similar to what humans can buy allows animals to feel more like part of the family. “In 2015, 95% of US pet owners considered their pets to be part of the family”. It has also been found that around “56% of Brits planned to spend more on their pets for Christmas than family members”.

In the UK, there are now 50% more dogs and twice as many cats- between 6-8 million each- as there were in the 1960’s and a total of 24 million pet animals which we spend around £4 billion a year. The pet product market has grown a lot and is seen to be worth around “£70 billion”.

In today’s society, ‘humanisation of animals’ comes down to demographic trends. People are having children later in life and living alone which means that animals fills the gaps for human comfort.

Many pet diets are becoming similar and inline with their owners- proper food such as chicken, rice, kale and yoghurt. There are now also gluten free pet food ranges for animals which require special needs. Pets are now able to get drinks that look like alcohol and coffee, join in group yoga classes and join meet-ups too.

Left page: information found from The Guardian & Right page: image found form Four&Sons.com

022 Chapter 03

history

history of dachshunds The dachshund originated in Germany as a small hound breed.

Used to hunt, dachshund’s are well-known for their long bodies and small legs. The name ‘dachshund’ literally translates to ‘badger dog’. Other nicknames include ‘sausage dog’, ‘weiner dog’ and ‘doxie’. Their average life span is around 12-14 years.

Their are two different sizes of dachshunds, standard (weighing from 16Ib (7.3kg) to 32Ib (15kg) and miniature size (weighing less than 12Ib (7.3kg)).There is also another, less common, size known as the rabbit which weighing between 8Ib (3.6kg) to 11Ib (5.0kg). the only difference between the three are their size and weight, coating and behaviour applies to all.

The larger sized dachshunds are known to have hunted and chase badgers, foxes and hares, compared to their miniature variety which were bred to hunt smaller animals such as rabbits. Their long bodies and loose skin were designed to dig and burrow in small holes without getting stuck and to fight off animals. Their ears were designed to stop debris and dirt getting into the ear canals.

The dachshund breeds were first introduced to the UK in 1840 after Prince Consort was gifted several by acquaintances.

Left page: information found from pets4homes & right page: Image by Robert Doisneau | Dog on wheels, Paris, 1977 | Telegraph

personality Dachshunds are known for many different traits of their personality. As their history shows, dachshunds have a tendency to dig, this is usually to dig a toy rather than to hunt. Dachshunds are very good watch dogs, not for their size but they can be protective of their owners and have a loud bark, alarming those around in case of danger.

Due to their long body and short legs, dachshunds find it very hard to swim, especially long distances. The modern dachshund tends to spend a lot of time sleeping and relaxing as they aren’t used for their original purpose any more, therefore they have also picked up a bit of a snore.

They also tend to be...

Δ Loyal

Δ Stubborn

Δ Playful

Δ Territorial

Δ Energetic

Δ Prone to weight gain

Δ Intelligent

Δ Over-protective

Δ Low maintenance

Δ Lazy

Δ Affectionate

Δ Health concerns

Δ Small

Δ Wilful to training

Left page: information found from pets4homes & right Page: Image by @bachattheatelier | Instagram

appearances Dachshunds have very distinctive appearances with long bodies and short legs. They have a small - medium muscular build with disproportionately large paws in the front . These are paddle shaped to help when swimming. They also have loose skin, which was first designed for burrowing the tunnels so that they didn’t get caught on any branches or stones whilst underneath the ground. Dachshunds also have large chests for lung capacity, these were designed for chasing or hunting, their original job. Their long snouts was also designed to sniff our any targets and to gain access in smaller areas.

Left page: information found from pets4homes & Right Page: Image from Dachshund Central

medical Dachshunds are prone to having back and spine problems (particularly inter-vertebral disk disease (IVDD) due to their long spinal column and short rib cage. These can be worsened by: obesity, jumping, rough play, intense exercise (which places strain on the vertebrae 20-25% will develop IVDD. They are also prone to getting patellar luxation (where the kneecap becomes dislodged) and Osteogenesis imperfecta (brittle bone disease) although this is predominantly the wired-haired breed with 17% being carriers.

Double dappers are known for developing hearing and sight loss.

Other conditions include: Epilepsy, dental issues, thyroid, cataracts. The rarer breeds (Blue, Isabella and Cream) are more prone to developing Colour Dilution Alopecia (skin condition resulting in hair loss and sensitivity to sun.

Left page: information found from pets4homes & right Page: Image by @bachattheatelier | instagram

how is dog food made?

Pet food is a speciality food for domesticated animals that is formulated according to their nutritional needs. Pet food generally consists of meat by-products, cereals, grain, vitamins, and minerals. In the U.S. about 300 manufacturers produce more than 7 million tons of pet food each year, one of the largest categories of any packaged food. Pet owners can choose from more than 3,000 different pet food products, including the dry, canned, and semi-moist types, as well as snacks such as biscuits, kibbles, and treats. In the 1990s, this $8-billion industry feeds America’s 52 million dogs and 63 million cats.

Commercially produced pet food has its origins in a dry, biscuit-style dog food developed in England in 1860. Shortly afterwards, manufacturers produced more sophisticated formulas, which included nutrients considered essential for dogs at the time. At the beginning of the 20th century, pre-packaged pet foods were also available in the U.S. Initially they consisted primarily of dry cereals, but after World War I, dog food made of canned horse meat was available. The 1930s ushered in canned cat food and a dry, meat meal type of dog food. Some innovations by the 1960s were dry cat food, dry expanded type dog food, and semi-moist pet food.

Information found from: Made How and imagery found from Lobster and Swan

Beginning in the 1980s, trends in the pet food market included greater demand for dry foods and less for canned foods. Research suggests that a soft diet of canned dog food led to gum disease more quickly than did dry food. In general, the growing health-consciousness of the public led to an increased interest in more nutritious and scientific formulas for pet foods, such as life-cycle products for younger and ageing pets, and therapeutic foods for special health conditions of the pet, such as weight loss and urinary problems. Pet food producers were also more inclined to use less fatty tissue and tallow and more proteinrich tissue. Finally, the pet snack category grew in popularity with products like jerky snacks, sausage-shaped pieces, biscuits, and biscuit pieces called kibbles.

what is important for dogs? carbohydrate quality weight control

grains?

bone support

fat quality

stool control?

wheat?

fibre care joint care muscle care

protein source quality

odour oil quality

040 Chapter 04

secondary

research

Cesar Millan the dog whisperer “It’s not where you are at today or where you came from but where you will be at tomorrow.”

Cesar Millan is an award winning dog trainer and is well known for his TV series ‘Dog Whisperer with Cesar Millan’. With over 25 years experience, Cesar’s main focus before his shows were to rehabilitate aggressive dogs, starting a foundation known as the Cesar Millan PACK Project, to help to fund and provide financial support to animal shelters who help to re-home rehabilitate and rescue abused, abandoned and to help fund space/neuterer programs to help with overpopulation of dogs.

Cesar seems to enjoy the company of pitbulls; a breed that are known for having behavioural problems when they are not trained properly, in the hope of changing the populations mind about their stereotypes.

Left Page: Quote from Cesarsway.com & Right Page: Image from the Place Theatre

Battersea cats and dog home Established in 1860, Battersea cats and dogs home are one of most well known rescue centres in the UK. They have a non-selective policy meaning that they take in any animal, in any condition, with any medical need. Most animals that are given to battersea arrive in good condition, however there are cases where animals have been abandoned, mistreated or difficult to look after due to behaviour, health or needs.

Information and imagery found from battersea.org.uk

In 2018, battersea had a complete re-brand to help reflect their sole purpose - to be there for every dog and cat and with over 157 years of experience they have cared for over 3.1 million animals. Many celebrities have now become patrons of this amazing charity - one in particular has promoted the importance of re-homing with a documentary series, Paul o’Grady. His love for animals allowed the public to see parts of battersea you don’t see when visiting and seeing the transformation they go through when going through the re-homing process.

Left & Right Page : images found from battersea.org.uk

New kennels are constructed under the archways of railway

1939- 45 Relocation to Battersea

Battersea acquires bell mead kennels in old Windsor, now known as Battersea old Windsor

1871

1979

1860

1960

The temporary home for the lost and starving dogs founded by Mary Tealby

Women start to work in the kennels for the first time

1883

1990

Battersea begin to accept cats

Battersea introduce micro chipping

Battersea launches a new re-homing campaign with undercover journalists and a new look to reflect their purpose

2010

2018

Battersea buys the brands hatch centre in Kent

Battersea hires it’s 1,000 volunteer

1999

2013 2002

2015

Battersea changes its name to battersea cats & dogs home

Intake kennels opened by patron Queen Elizabeth ii

2012 TV presenter, Paul o’Grady stars in his TV show “for the love of dogs’ at battersea

Information found from battersea.org.uk

Battersea celebrates it’s 150 year anniversary and opens its £5 million cattery with centre with HRH the duchess of Cornwall

dogs trust Established in 1891, dogs trust (formerly the NCDL) is the UK’s largest dog welfare charity and cares for over 15,000 dogs each year through a network of 20 re-homing centres in the UK. We have been involved in every piece of legislation affecting dogs over the past 126 years. Their mission, that one day all dogs can enjoy a happy life, free from the threat of unnecessary destruction.

Information and Imagery found from dogstrust.org.uk

To this day, dogs trust also have many charity shops around the UK to raise money to fund the care and well-being of re-homing dogs who have been either neglected, abandoned or have been taken to the shelter for other human nature reasons. Dogs trust have paired with many large brands to promote and fundraise - one being mint velevet, the clothing brand who have pledged to donate ÂŁ100,000 and since 2015, has raised ÂŁ20,000 through fundraising.

rspca The RSPCA, founded in 1892, originally started in a coffee shop, with the founders hoping to create a welfare charity to rescue animals. Back then they were known as SPCA - Society for the Prevention of Cruelty to Animals. Royal patronage followed in 1837 and Queen Victoria gave permission to add the royal R in 1840, making us the RSPCA as we’re known worldwide today. The RSPCA are the one of the oldest welfare charities in the UK and the first to introduce a law to protect animals. Through TV adverts, campaigns and many other platforms, the RSPCA help to raise the standards of animal care, raise awareness of issues and also help to re-home or release them. With the help of the public, they rely on support to help push for changes in the law to improve the welfare of animals on farms, in labs, in the wild, in paddocks or our homes. The RSPCA rescue any form of animal, no matter what their needs or circumstances are and am to rehabilitate them and give them the care that they need. The RSCPA also give a voice to those that can’t, and their work has been highly recognised through the country - a well-known and respected charity. They also raise money through charity shops on high street up and down the country, a great way to encourage recycling and reusing of unwanted items whilst raising money for their charity. Approximate 129, 500 animals were rescued and collected last year.

Information and images found from rspca.org

blue cross Blue Cross is a charity that has been helping sick, injured, abandoned and homeless pets since 1897. Pets help them in so many ways and they depend entirely on Blue Cross. That’s why at Blue Cross, they believe in helping pets because pets help people.

Blue Cross helps thousands of pets in need every month, providing veterinary care, expert behaviour help and find them loving happy homes, as well as advice and education for current or future pet owners and pet bereavement support. The Blue Cross develops lifelong relationships with pets and owners, providing quality care that is accessible and non-judgemental. With public support, they aim to give back to more pets in need.

Pets change lives. Blue Cross changes theirs.

Their vision is that every pet will enjoy a healthy life in a happy home and they won’t rest until they achieve it.

On average they care for around 40,000 pets every year but we know it’s not enough – there are many more out there who still desperately need the Blue Cross.

Information and Imagery found from bluecross.org.uk

yellow dog project The yellow dog project was created by Tara Palardy in 2013, with the hope of helping those who need a little extra space when out and about. Many dogs don’t like confrontation with other dogs and this could be because of many things such as a medical condition, timidness, training/rehabilitation or lack of social skills. Owners were to place a yellow ribbon or something yellow to warn others that their dog needs to be left alone, or needs time to pass with space.

This project is great for dachshunds as they tend to struggle socially not only with other dogs but humans too.

Left page: Image and information found from Foofins & Co at foofinsandco.com & Right page: Image from unknown author

Famous people with dachshunds Many famous people have dogs and enjoy bringing them into their public celebrity lifestyle and spending money on them to give them the best things. Dachshunds are amongst the popular breeds because of popularity. Celebrities include Marilyn Monroe, the Queen of England and famous artist Pablo Picasso. Dachshunds have always been popular due to their appearance and small size, and have even been used for illustrations and photographs for stationery, posters, clothing etc.

Imagery found from pinterest : Top : Marilyn Monroe 1952 found from buzzsharer | Right middle: Elizabeth Taylor 1952 found from evening standard | Left middle: Andy Warhol and Archie found from dachshund-central

Pablo Picasso “The sausage dog ate at the dinner table, from a plate embellished with his own portrait by Picasso’s hand, slept on Picasso’s bed and made use of a 7ft-high bronze sculpture by the artist for his own private latrine” Picasso had fallen head over heals in love with a friends dachshund called ‘Lump’, meaning rascal in German. The drawing is a quick and simple, depicting their key features. This style continued in a number of his famed interpretations of Las Meninas by Velásquez.

Left page: Pablo Picasso | Sketch of Lump & Right Page: Picasso and Lump | Photography by David Douglas Duncan

I think Picasso loved hi loners...they were both cap finally lived in their own in

im because they were both pable of great warmth but nner worlds

Quote by David Douglas Duncan

076 Chapter 05

focus

target audience “A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message� (Kotler).

I decided that I don’t want my target audience to be age restricted as anyone can own a dog, my target market will be anyone with a dachshund, male or female, young or old!

Right page: image found from Sea Bags

price point for brand I envision my brand to be priced around the medium to high range. I want my brand to be easily accessible but have a premium feel to the quality and feel to the brand. The look and feel for Dashie will demonstrate it’s authenticity using a neutral colour palette, simple illustrations and basic photography where appropriate. There currently isn’t a dog brand out there that has a specific target audience like Dashie has, so this sets it apart from generic competitors - although these larger brand do cater for dachshunds so looking at what they are doing if crucial to ensuring that my brand will be people number 1 choice. Many consumers today are buying products which only use natural ingredients and authentic making processes; so, brands are reacting to this, by making sure their products are made and advertised in a sustainable way.

Many brands use these sustainable and natural processes to differentiate themselves from their competitors. I will follow this and ensure that it is pushed and demonstrated easily.

Image found from Mungo & Maud

Branding Branding is how people view and perceive your company. It’s also how you as the owner, and your workforce view and perceive the company. It’s your what, your how, and your why. As Amazon’s CEO, Jeff Bezos explains, “Your brand is what people say about you when you’re not in the room”. Branding extends further than what you can see on the surface for example logo design, business cards and letterheads- these form your brand identity. Your brand identity is the visual representation of your company’s branding. A brand can be described as a company, service, product, or person, that has a voice and personality of their own.

The branding itself has to come from the company. From their brand strategy. Δ What are some of their core values? Δ What do they stand for? Δ What makes their product unique? Δ What is their unique selling point? Δ Who are their target customers?

A design or brand agency knits together brand strategy and brand identity.

Professional branding agencies take concepts and ideas from a company’s brand strategy. They then bring them to life in the most appropriate format, sometimes suggesting improvements or refining the original strategy along the way.

Left page: Information found from Canny Creative & Right Page: information found from Branding | Alex Campbell

rationale emotional

cultural

brand functional

visual experimental

Brand identity Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. Your design assets are the tangible elements that will determine how your brand is perceived. Things like your logo, your packaging, your web design, your social media graphics, your business cards and the uniforms your employees wear.

name logo

brand identity

graphics marketing communications promotions / merchandising retail

Left page: Information found from 99 Designs | Table of information found from Branding | Alex Campbell & Right Page: Book image and quote from Catharine Slade-Brooking

“Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour.�

(Catharine Slade-Brooking)

emotional branding “Awareness and relevance can make brands strong and big, but it’s the emotional seduction that makes brands great”.

Emotional marketing is a way to connect with your consumers, develop meaningful relationships, and cultivate lasting customers. An extension of that is emotional branding, the art of storytelling that helps connect a product or service with an appropriate audience. This type of marketing is meant to humanize or personalize a brand, allowing your customers to form an emotional connection with your product or service. Through a strategic mix of mediums, marketers can convey their brand identity and vision.

Consumers want to feel emotionally connected to the brands they select because it’s an extension of their own personality, style, and identity. Loyalty grows once a close emotional link to a brand is formed. Through emotional brands, consumers often compare brands to one another as a way of expressing their likes or dislikes towards a brand, and more often than not there will be a divide between society as to which is the better.

Left page: information found from Digital Marketing Institute & Right page: Image from clear score advert

psychology of branding Consumers build brands, not companies. This is a fundamental marketing truth that cannot be denied. Consumers give brands value by developing perceptions and expectations for those brands. Companies enhance the value by delivering consistent brand experiences that consumers can trust.

Human psychology and how it affects consumer behaviour is the foundation of brand building. What do consumers need? Do they really need those things or do they just think they do? What drives them to actually take action and buy once a real or perceived need is identified?

The key words are needs and actions, and the best brand marketers paid attention to their marketing, psychology, and philosophy professors. They have seen through experience that Maslow’s Hierarchy of Needs and Aristotle’s Seven Causes of Human Action can be directly applied to consumer behaviour and brand marketing. You’ll never really ‘get’ marketing if you don’t ‘get’ the psychology of needs and the philosophy of actions.

At the top of the hierarchy is the need for self-actualization, which refers to personal growth and realizing full human potential. It is this need that Maslow believed people are always striving to satisfy but few achieve. It is very subjective and highly personalized.

Information found from Forbes.com & Image found fromiheartdogs.com

Notice as you travel up the hierarchy, each need becomes less essential for survival and more emotional. The goal for a brand marketer is to understand each level of needs for a target market and develop marketing communications and initiatives that clearly address those needs for consumers. As they travel up the hierarchy, marketing communications must create perceived needs in consumers’ minds. Communications must differentiate the product from competitors and position it as the only solution, the best choice for the consumer, and the brand the consumer needs. Of course, the majority of this need is perception-based, not survival-based.

product design Modern product design has become very simple and clean, with a simplistic colour palette. Geometric lines and 3D products have become very popular too. This simple style is timeless and can stand any design phases that happen in society. Environmentally friendly product design has also allowed designers to be more cautious with their design ethics and processes.

Left page: image found from Mutts and Hounds & Right page: Image found from Dog Milk.com

Packaging design Convenience culture has taken over the consumer world, with changing our mental thoughts towards its after effects on the planet. In the past, we would use glass milk bottles, delivered by milkmen; today we use plastic or Tetra Pak cartons, materials which do not help the problem we are facing of global warming. Tetra Pak cartons used to be unrecyclable as they contained many layers of materials - making the process expensive. Big companies do not usually consider the environmentally friendly packaging as their priority; the cost and the appeal to consumers are top of the list.

Plastic in society today has become easily accessible and cheap to make; however, the damage on the environment is detrimental (Miles, 2014). Plastic takes a very long time to break down, and causes harm to animals too; it takes around “450 years for some types of plastic bottle to break down; one type, PET, while recyclable, doesn’t biodegrade at all; and yet only a third of plastic packaging is recycled” (Hall, 2017).

I am very passionate about recycling, so I would like this to be one of the top three unique selling points to my brand; creating a completely recyclable packaged dog food brand. It has been found that “between a quarter and a third of all domestic waste is packaging: much of this is food packaging” (Green Choices, 2019).

manufactured in a way that makes the package virtually unrecyclable. “The UK alone produces more than 170m tonnes of waste every year, much of it food packaging’”(Hall, 2017). Manufactures that use vacuum sealed methods, often use plastics that cannot be recycled, but work best for its need (Manuell, 2017).

Left page: information found from critical reflection & Right page: image found from thedieline.com

This can stem from the packaging being contaminated with food waste, or

story telling illustrations Brands today are using illustrations rather than photography to demonstrate a more personal touch to their packaging. It allows the brand to tell a story and demonstrate brand values, which become important when wanting to keep your customer fan base.

Illustrations can also allow us to imagine reality to something that is seemingly real but not. “A brand is a promise. Brand designers help businesses reach people by thoughtfully crafting this promise with words, logos, colour, and typography� (Bowers, 2019). When brands are created, they need to ensure that they create a distinctive identity and visual language that sets them apart from their competitors, and do something which allows a connection between the brand and the consumer.

Digital mediums are slowly taking over, and this means that it becomes harder for these brands to communicate, and for consumers to relate to what they are trying to sell. Illustration also allows brands to be more flexible with how their tone of voice is portrayed, and they are not restricted by using images that seem posed and do not connect with the consumer (Viction:ary, 2014).

Left page: information found from critical reflection & Right page: image found from thedieline.com

A brand is a voice and a product is a souvenir.

Quote by Lisa Gangsky found on Virgin

colour theory > the colour wheel Colour theory has many different aspects to it, one of which involves the colour wheel. The colour circle has always been formulated of 3 colours - red, yellow and blue (RYB). it was originally believed that these colours could be mixed together to create most colours. The first colour circle was created by Sir Isaac Newton in 1666, since then many artists and scientists have developed and refined what it is today.

The basic colour wheel has since been evolved from the basic 3 colours (primary colours), to 6 colours developed through mixture (secondary colours) and finally 12 colours which is a further development to this (tertiary colours).

In 1810, the opposite colour wheel was created by Goethe with the hope of showing the colour wheel.

Left page: information found fromcolourmatters.com & Right page: image found from wikipedia.com

colour theory > the colour harmony Colour harmony refers to the aesthetics of certain colour combinations. These combinations are grouped and can be of complementary colours, splitcomplementary colours, colour triads, or analogous colours. Colour harmony can allow designers and artists to create work that sets certain moods or aesthetics depending on the job.

Complementary colours are colours that are found on opposites ends of a 12 colour wheel and create maximum contrast and strength to a design.

Square & Rectangles Colours Squared colours are found in a square/ rectangle shape around the colour wheel.

When doing the square, you are able to use colours which contrast against each other although the colours should always be considered.

Colour Triads Colour Triads are 3 colours which are found evenly spaced around the colour wheel. The colours tend to be quite vibrant even if pale or unsaturated.

Analogous colours These are colours which sit next to each other on a colour wheel and will more than likely have a colour quick is more prominent than the rest.

Left page: Colour wheel image found On Anglian Home (article by S.Inham) & Right Page: Information and images from colour matters

Complementary Colours

colour pschology Scientists have suggested that even emotional or subconscious responses to colour have some basis in linguistic association. Colour is seen to change our emotional state and meanings, with certain colours having a symbolic meaning. When it comes to design, colour has to be chosen carefully as it shows the consumer what the brand is trying to portray. In different cultures colour can be perceived to have different meanings and some may have far more historical meaning which mean they are used more often.

Yellow means... Happiness, Optimisim, Fun, Logical Orange means... Warmth, Freedom, Motivation Red means... Passion, Danger, Love, Power, Ambition, Bold Pink means... Sensitivity, Love, Care, Feminine Purple means... Luxury, Passion, Creativity, Spirituality, Distinguished Navy means... Loyalty, Trust, Peace, Order Blue means... Calmness, Coldness, Serenity, Wisdom, Space, Beauty, Solitude Turquoise means... Emotinal, Generosity, Riches Green means... Nature, Luck, Renewal, Money, Healing, Fertility, Success, Health Brown means... Earth, Wood, Solidity, Stability, Warmth Black means... Power, Strength, Accuracy, Professional Grey means... Neutral, Timeless, Balance

typography Typography is a critical part of the design, but unfortunately, it is not always well planned out. You can create excellent exemplification, pictures, and other graphic content but if the typography of your design is not good on your products, it could easily turn off potential buyers of your products and services.

When we consider typography, it is not just about selecting and using a particular font, all typographic elements should also be arranged correctly in your design, the visual arrangement, the colour contrast, the blank space, the fonts selected and size of the font. Every typographic element impacts your design on both macro and micro stage.

Individuals perceive your brand through words in various situations. Whether they are seeing a message on your TV advertisement, viewing your website page or having a look at the name of your product, it’s an experience for a customer. Branding is the experience customers have with your business, so to have a positive brand image it is important to provide a positive experience to customers through your products or services.

Typography represents the tone and values of your brand just like colour represents a feeling or visually represents a message for your customers. Every category of the font has a different meaning and thus will portray a different representation of your brand and what your business stands for.

Left page: information found from logocreative.co.uk & Image found from Creative Bloq

112 Chapter 06

case studies _ visual

butternut box Butternut box is a subscription dog food brand that tailors its food to your dogs needs. The brand was founded around 5 years ago, after a visit to Battersea Dogs home. The two founders decided that dogs nutrition and needs were important. The boxes and the account is specific to your dog, including being addressed to them. The meals are even eaten by the fussiest of dogs!

Images and information found from Butternut box - butternutbox.com

pooch and mutt ‘Healthy food company whose products happen to be consumed by dogs’ Founded in 2007 by Guy Blaskely, Pooch and Mutt dog food came about after Guy’s dog was diagnosed with hip dysplacia. At 3 months - she was treated using natural joint supplements for horses produced by Guy’s mother. This helped, and became the foundations for his new natural dog food company, Pooch and Mutt. The brand is dedicated to showing the benefits of buying a brand that is all natural and is not made by the same ‘mother’ brand that is seen as responsible for obesity in humans.

Image and information found from Pooch & Mutt - poochandmutt.co.uk

The brand uses biodegradable packaging, lined with PLA bio-plastic, this was later shown that it made more damage than good, causing emissions when made. 2009, found the movement to recycled plastic pouches - a lot lighter, smaller and tougher- they can also then be sent without much more outer packaging when delivered to customers. 2018, found the release of wet food, stored in Tetra back-cartons, which use 80% less CO2 emissions than cans.

tails.com Tails founded in 2013, was started when a small group of people came together to bring one vet’s idea to life. They set out to solve a problem at the heart of pet food: despite the overwhelming choice of one-size-fits-all food in the shops, there was never anything that could tick all the boxes. Long lists of mysterious ingredients on the label only made things more complicated – there had to be a better way to feed dogs right.

So, tails created a dog food brand that ensures each bag/box of tails food is custom made to suit your dogs needs and dietary requirements- including a personalisation of their name on the bag. Tails have a on-site nutritionist, vets and lots of other influential people who help make the food the best it can be for that choose to have a healthy alternative to shop bought foods.

Images and information found from tails.com

edgard & cooper Edgard and Cooper are a health food dog brand which into broke the UK market in 2016, promoting healthily made food with no additives or nasties for your pets. Their branding began very simple and focused mainly on their USP, simple foods done well. Their simple, wholesome, recipes are developed by university experts to provide maximum nutrition from natural ingredients and use low temperatures to slowly bake their kibble and wet food, which locks in all the natural goodness and flavour. When transported, Edgard and cooper use chilled vans to ensure that their food does not need processingprocessing is usually used to make dog food shelf ready, giving it a longer life span but more unnecessary ingredients. In 2018, Edgard and Cooper revealed a new clean and crisp colour palette, illustration style and dog food flavours.

Edgard and Cooper use biodegradable packaging which ensure that their

Images and information found from Edgard & Cooper - edgardandcooper.com

carbon foot print and effect on the environment is as little as possible, in fact they have saved the use of 753, 350 plastic bags weren’t used through their campaign. They also donate 10% of our profits to the Dog Care Clinic in Sri Lanka, giving stray dogs a second chance.

132 Chapter 07

literary review_

introduction Throughout my degree I have found that I have progressed and widened my abilities as a designer. I started my degree not knowing what I wanted to do, but I have found through all the projects that I really enjoy branding and editorial design, and taking an idea or brief and making it into something visual through conversation, mood boarding and concepts. At first, I started out not being able to use basic software that was created for designers, but now I feel as though I am comfortable teaching myself how to use and develop as a designer, digitally. When it comes to editorial design, I love making my books by hand; printing myself, so that I have more control, as well as hand binding, using glue. Although, I do not necessarily always use stitching methods, it is nice to have the ability to control and adapt my books to be something different each time. These are very unconventional methods, especially when working in the graphic design industry, the outcomes would usually not be made by hand, but this allows me to understand the process of book making.

However, when deciding upon my final major project, I originally planned to do a book similar to that of the Typo Circle, perhaps using photographs or illustrations from other artists to promote their work. I then decided that this brief was too similar to what the Typo Circle does; therefore, I decided to look for another brand that interested me. When deciding upon a brief for myself, an idea came to mind when a dachshund I know had many teeth taken out, due to becoming rotten. This formed the idea of creating a dog food brand,

which helped to maintain the well-being of dachshunds – especially by ensuring that my brand solves the problems and gaps in the market that other brands have not managed to do.

Throughout this piece of writing I will be talking through how research has informed my decision making throughout my final project, and why certain decisions have allowed me to create a brand that is unique and fills a gap in the market.

researching to form an idea When designing my final major project, there were many things that contributed to its final outcome, from looking into what the market needed, and how this influenced my target market. It was necessary to find out about consumers buying experiences and habits, and also the actual appearance of the product, and how this affected the design process. In this section I will be talking about how research has helped to shape my brief, and inform me of what consumers want. I will be looking into how consumers are buying into brands, specifically dog food brands, and how existing brands are influencing my decision-making.

Most traditional and well-known dog food brands are not specific to a breed, and therefore miss lots of nutritional and dietary requirements that dachshunds may need. I found that many popular dog food brands are actually part of a mother brand, which make and sell human food, more often than not, foods that are not healthy. Such brands are James Wellbeloved and Royal Canine who promote healthy eating for pets, and are combined under the mother brand of Mars, as well as Bakers and Purina that are made by Nestle.

These mother brands do not offer the quality and choice that consumers deserve. It was found that “76% of dog food sold in the UK is Mars, Nestle or own-label� (Mintel, 2016 cited in Pooch and Mutt, 2019a). Consumers consider these brands to be healthy, so they are more likely to purchase

them. Our pets are seen as part of the family, yet brands still believe that feeding them food, which does not have the nutrition they need is acceptable.

Therefore, Dashie aims to correct this for the dachshund breed.

Likewise, many consumers today are buying products which only use natural ingredients and authentic making processes; so, brands are reacting to this, by making sure their products are made and advertised in a sustainable way.

Many brands use these sustainable and natural processes to differentiate themselves from their competitors. There is a massive pressure on dog food companies to make sure they use quality ingredients. One company in particular called Pooch and Mutt, have created a “health food company, whose products happen to be consumed by dogs�. This quote suggests that brands are changing their unique selling point (USP) for dog food, using the best ingredients and processes, to maintain nutritional values. This makes it attractive for potential consumers, because they know that their dog will be eating natural foods to help them throughout their life-time. Pooch and Mutt are a dog food brand, which started out because the owner, Guy Blaskey’s dog had medical issues, resulting in his dog needing some form of supplement to help ease the pain. Blaskey took it upon himself to then create this brand, only using natural ingredients with a hint of natural supplement to assist dogs maintain their health (Pooch and Mutt, 2019b). I will not be following

this ethos; although, it is similar to my experience, because dachshund have common medical health conditions that can be alleviated by giving them a dog food to resolve these problems.

Throughout my research, I found a lot of inspiration from one particular dog food company. Butternut Box is a subscription-based dog food brand, which uses fresh, locally sourced ingredients to create their organic portioned meals, which is tailored to your dog’s needs. Even though this brand is very specific to each pet, the fact that the meals are delivered straight to your door, still completely fresh, makes this a very unique and attractive way of maintaining your dog’s health. Due to health kicks and a new focus in nutritional health in both human and pet food, the dog food market is an industry that is growing rapidly, and it is estimated to be worth “£1.7 billion’ and ‘according to Pet Gazette, three-quarters of the £900 million pet food market comes from dog food and premium. Organic pet food and treat sales have increased 7.4 per cent since 2013” (Somerville, 2018).

In addition, it has been said that there is a growing demand on the subscription box market with “around a quarter of pet owners in the UK” using them. On average it found that “people spend £54 a month on these boxes each month which include foods, treats for dogs as well as dog poo bags” (Somerville, 2018). As a consumer of Butternut Box’s for my dogs, I strongly believe in their ethos, and believe that what they have created works and

helps to maintain my dog’s health. One of the co-founders of the Butternut Box brand informs that “we’re not mincing fillet steaks here, we’re focusing on getting UK and Irish-sourced meat, high-quality vegetables, high-quality carbs and making them into something that will help the dog live a long happy life” (Blake, 2017). I therefore, took inspiration from this company and decided that I wanted my brand to be similar, by using the freshest ingredients possible, locally sourced and potentially have the delivery element, or be fresh food stored in fridges at the supermarket/pet store.

On the other hand, it could be argued that due to pet humanization in today’s society, consumers are buying pet food that give them exactly what it says on the tin, meaning there are no added nasties (chemicals etcetera) or unnecessary ingredients in their pet’s meal. It could also be argued that “consumer choices and behaviours are governed by taste… taste is often understood as being natural, personal and individual” (Kelly, 2017). This is why pet owners generally buy food for their pets that they consider will be beneficial for them. Consumers would more than likely opt for the fresh meal, because they are able to see exactly what it contains. “According to Mintel’s ‘Transparent Food Packaging’ report, roughly 40% of US consumers would choose a product among competitors if they could see the contents clearly displayed” (Manuell, 2017), this is the same process when it comes to buying dog food.

packaging and colour When designing my brand, I found that many existing dog food brands used traditional packaging made from plastic trays or vacuum sealed bags, as well as bright colours; this helps them stand out from their competition. I decided to take a look into the packaging culture of today, and how it has influenced my decision to create my brand the way I wanted. I will also delve into how colour can affect packaging, and why my journey of colour has led to a colour palette that compliments a natural feel to my branding.

Therefore, I decided that I wanted my brand to be completely different. I wanted my dog food brand to not only be made from 100% natural food and ingredients, but also from natural environmentally friendly packaging, which could be recycled easily, so it is biodegradable. During the development of my packaging and brainstorming, I decided that I wanted it to potentially be made from craft card, as these demonstrate and help the consumer to visualise recycled materials. Through development, I opted for very natural paper, where the different colours and textures are blended together, and can be seen clearly, showing a more environmentally friendly design (figure 4).

Although not completed, my packaging is made from a natural cardboard box with a band made from recycled paper, displaying the contents using a limited colour palette and simple illustrations. This removable band uses limited ink, due to its simple and spacious layout – reducing waste from ink usage and printing (Gagliano, 2014).

Alternatively, traditional paper is often bleached or dyed to create a

specific colour, or the popular white look used for books, packaging and printing etcetera, which give off a very modern look, but does not help the environment, because of the chemicals used. Many supermarkets have started to change the way that they package their own label food, for example, Waitrose have begun to use paper trays for their ready meals that are 100% recyclable once they have been rinsed (Blumenthal, 2018). This I think is a massive step forward, as supermarkets are the biggest influence when it comes to our plastic use, and for them to begin to encourage the use of paper rather than plastic will help with become more economically friendly.

Similarly, the convenience culture has taken over the consumer world, with changing our mental thoughts towards its after effects on the planet. In the past, we would use glass milk bottles, delivered by milkmen; today we use plastic or Tetra Pak cartons, materials which do not help the problem we are facing of global warming. Tetra Pak cartons used to be unrecyclable as they contained many layers of materials - making the process expensive. Big companies do not usually consider the environmentally friendly packaging as their priority is the cost and the appeal to consumers are top of the list. Plastic in society today has become easily accessible and cheap to make; however, the damage on the environment is detrimental (Miles, 2014). Plastic takes a very long time to break down, and causes harm to animals too; it takes around “450 years for some types of plastic bottle to break down; one type, PET, while recyclable, doesn’t biodegrade at all; and yet only a third of plastic

packaging is recycled” (Hall, 2017). I am very passionate about recycling, so I would like this to be one of the top three unique selling points to my brand; creating a completely recyclable packaged dog food brand. It has been found that “between a quarter and a third of all domestic waste is packaging: much of this is food packaging” (Green Choices, 2019). This can stem from the packaging being contaminated with food waste, or manufactured in a way that makes the package virtually unrecyclable. “The UK alone produces more than 170m tonnes of waste every year, much of it food packaging’”(Hall, 2017).

Manufactures that use vacuum sealed methods, often use plastics that cannot be recycled, but work best for its need (Manuell, 2017).

summary In conclusion, I have found my FMP to be very informative and developmental, in my role as a designer. I realised that looking at brands, as well as theories that support my brief, allows me to develop a brand which is better suited to dogs, and gains a unique selling point. I found that my brand, Dashie, benefited from researching consumer culture and taste, and how this has changed the way that we buy products, because I gained a better understanding of what the current market wants. The requirements of my target audience means that I am able to create a brand that best suits what is missing in the products available today. Throughout my research I found that the ecological footprint of a brand is just as important as its aesthetics, because this is what current consumers look for in brands - particularly new brands. I believe that my research has educated me as to the importance that packaging and illustration can have on the final outcome of a brand, in addition to assisting to promote a strong brand value, which is consistent and recognisable.

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conclusion_

conclusion Overall, I think that this project has gone really well. I wanted to create a dog brand that was unique and that needed help in the market. Having a dachshund it made sense that I did it for a dog breed that I knew. I also knew that they needed extra help with weight control, flatulence amongst other things too. I found the process really tricky to begin with as there isn’t a brand which I can look closely to, in order to gain all the information that I needed, however looking at similar brands and seeing what they did to break the market as well as develop a good USP. I feel that I have understoon my target audience and have delievered a product which shows progression as a designer.

I found doing packaging really strange as there are many different things to think about - especially how it is made, how to gain a good quality finish and what needs to be considered when making it. I think that my final outcomes have really demonstrated what I was aiming for - a unique dog food brand.

My collaboration with other graphic designers and illustrators to design illustrations, really helped me to understand my brand better and invision what I am trying to tell the consumer. I now have a better understanding of how illustration and packaging work and I will be able to use this in my future projects.

Typography has played a bit part in my deisgn journey as it has allowed me to give my brand a different feel to my competitors. I have used two contrasting typefaces that I think really work together. I have also chosen to use bold heading fonts on my packaging as I want it to be legible and contrasting to the text font. Doing the typography workshop really helped me to understand why typography is important and how it can affect an outcome. Especially with the use of grids.

Imagery has played a vital roll in my degree and has allowed me to show and document my process as a designer. I feel that now I document my life as I go and it has proven to really help me visualise and contextualise the world around me.

For this project I have decided to have my final outcomes as a digital platform, and I think that, for me, it was a step in a different direction. I am a very tactile individual and think that doing digitial design has opened up my abilities and thoughts towards design.

Whilst doing my 3rd year at University, I have secured myself a job in the industry as soon as I graduate, which demonstrates to myself that I have grown and developed, widened my sense of knowledge and understand, meaning that I now am able to work full time as a graphic designer.

150 Chapter 09

bibliography_

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