Petits Fours

Project Three: Petits Fours Design Brief + Process Book Joyce Ong, Dennis Espino, Josephine Vuong

Table of Contents

Design Brief Problem Statement Background Product + Competitive Information Top Three Competitors Retail Setup The Consumer Retail Category Advertising + Promotional Support Brand Positioning Packaging Design Objectives Hierarchy/Priorities of Information Unique Selling Proposition Executional Considerations Process Book Store Check Research Chosen Category Brand Name Brand Mark Graphics Dielines Final

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Problem Statement/Background

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Within the category there are many animal food brands that claim similar things; reliable and healthy. The packaging for these brands often feature photographs of the pet, with little to no other graphics.

Many of these brands strictly produce just pet food. However, there is no way to really know what is best for your pet without either having a bad experience with the food yourself, or seeing reviews from others who have had poor experiences.

With Petits Fours, this pet food brand is a branch of Kelloggs so pet owners understand that they’re truly a reliable brand because of their already existing products.

Product + ComPETITive Information

With Petits Four’s fun graphics and the relationship the brand has with Kellogg’s, new pet owners will be more likely to purchase our brand especially because it is from a brand they are familiar with. Alongside the fun illustrations (much like Kellogg’s other brands), our brand packaging will truly stand out from the rest of the other packaging with simple graphics.

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Top Three ComPETITors: IAMS

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Claiming to use only the finest ingredients within their food, IAMS is focused on making food for cats and dogs. Since the 1940’s, the founder of IAMS has been dedicated to working with new formulas in order to improve and focus on the quality of the food itself to improve overall health of your pet.

They do not seem to have ever made any other product to start off with, however they cover a variety of grounds throughout the dog and cat food industry such as snacks as well as working with softer foods provided in cans.

Their target is the health conscious pet owner ranging from all ages.

Brand colours: Varies depending on flavour.

Brand essence: healthy, energetic, adventure, colourful, grow, tasty.

Green initiatives: Does not advertise or talk about green initiatives within the site or outside of the site.

Large bags used to contain the food is mainly made with paper products but may be lined on the inside with plastic in order to contain the weight of food and keep freshness.

Smaller boxes made of just cardboard/heavy stock paper are recyclable.

Canadian Tire: on shelves and take up two bays.

Beside Meow Mix and Friskies [cat sku] ~$40.00$10.00 PetSmart: on shelves [dog sku] ~$11.00-$42.99 Walmart: on shelves [dog sku] ~$10.94-$31.94

Strengths Distinguishable packaging Minimalist design Very strong brand presence Logo includes paw Brand built on high quality materials - Mainly uses recyclable materials - Range of a variety of colours - Specializes in specific pet types -

Weaknesses - Only appeals to dogs and cats - Does not advertise green initiative - Colours can be confusing to differentiate between

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Top Three ComPETITors: Purina

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Since 1894 the founders entered a business revolving around feeding farm animals, and changed the name to Purina in 1902. Eventually the original founders sold the business so the brand could focus strictly on dog and cat food.

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Strengths Focuses on pets they know Sustainable packaging Freedom of choice Environmentally friendly Based on quality Many different skus for almost any situation/medical issue Old logo is traditional, meaning people believe it is reliable.

Brand essence: Comfort, reliable, calm, healthy, traditional, inspirational Brand colour: Depends on SKU USP: Takes green initiative by reducing their waste on environment by 75%.

Weaknesses - Too many skus, inconsistent design.

- Only appeals to cats and dogs - Logo is very old

Canadian Tire: on shelf beside Friskies and Whiskas ~$14.00 PetSmart: on shelf ~$31.99 Walmart:on shelf ~$14.00$21.75

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Top Three Comors: Pedigree

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Targets new pet owners The information provided online for this brand is minimal yet effective enough for consumers to understand. The website does not just give information about the food they provide, but also provide information on how to care for your dog if you are a new owner.

Reassures consumer the brand is over 80 years old.

Brand essence: fun, energetic, healthy, dedicated, confident, Brand colours: Yellow and dark blue

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Strengths Signature yellow and blue brand packaging Focused on dogs Assists new owners with website Affordable

Weaknesses - Specifically takes care of dogs - Difficult to differentiate between flavours - Not pushing green initiative

Canadian Tire: on bottom most shelf PetSmart: ~$7.99-$24.99 Walmart: $7.98-$16.97

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Retail Setup: Canadian Tire

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Retail Setup: PetSmart

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Retail Setup: Walmart

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The Consumer

Target market: New Pet Owners Typically purchased by pet owners of all ages

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Interval of purchase: All year round, more or less depending on size of the pet.

Owners often have the pet food and snacks on the side.

Depending on how much an owner trusts brand, they may have food strictly from this brand or a mix of many others.

Depending on the type of pet and their size, they generally prefer/need to eat a specific

size and portion of the food, so many pet food companies have a lot of variety regarding this field.

Packaging: Consumers typically throw out the packaging in the garbage or recycling box depending on the material.

Owners may use the bag as a container itself and throw it out after using up all the food if the packaging is resealable.

Retail Category: Dry Food/Pet Food

Category: Dry Food Sold at many general superstores such as Walmart or Canadian Tire, or specifically pet related stores.

Pet food and snacks are both often seen on shelves rather than hung up. (Smaller snacks will be hung up).

Popular colours of packaging: Warmer colours of the spectrum.

There is a huge variety of different companies that are producing pet food for cats and dogs specifically. This is usually

overwhelming for a new pet owner who simply wants the best for their pet. Purina seems to be dominating the brand so far due to the fact that they have so many different unique skus.

Packaging structure: usually contained in a huge paper bag. Snacks are usually held in a small plastic bag that is resealable.

Product reveal: Small plastic window is usually visible at the front of packaging to see the product through. Product reveal/colour palette display is important because consumers

often want to know what the snacks look like before purchasing.

Competitors: Whiskas, Pedigree, IAMS, Purina, Whole Hearted, Cesar, Blue Dog, PureSnacks, Milk-Bone.

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Advertising & Promotional Support

Through this brand, advertising can be done through TV advertising and even traditional advertising methods such as posters.

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Through television, there are many people who watch TV while spending time with their pet and may wish to try a food that is with a brand they understand.

Through typical advertising methods I hoped to get through to pet owners because if they happen to own a dog, they may take them on walks.

While on these walks they may encounter advertisements like

this and end up trying it out since it is strange for a cereal brand to come out with a brand for pets.

With these snacks, we will not only be selling quality much like all the other brands promise, but we will also push the green initiative and sell the experience that the pet may have similar to how humans eat products from Kelloggs. This may help people feel closer to their pet.

Brand Positioning/ Brand Character

The packaging within this brand is typically differentiated through colour, and then differentiated through flavor.

The packaging would typically include a photograph of the pet they are producing food for, and then a specific colour to define the flavor of the food.

We will be doing a similar thing with our brand because we feel that this is the way consumers are used to the way pet food is designed. Good examples of this would be IAMS and even Purina’s many brands.

There is also a lack of simpler graphics with­in the brand. Many of brands use photographs to demonstrate what they want to communicate, but they are less playful with other illustrations and graphics among the pack­ aging. We wish to change that within Petits Fours and communicate the playfulness that is included in some of Kellogg’s packagings.

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Packaging Design Objectives

Make the packaging reusable/ functional and economically friendly (virtually little to no plastic).

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Make packaging revealing so consumers know exactly what they’re getting.

Produce a logo/brand that highlights it is by Kellogg’s so new pet owners are aware.

Produce packaging that is easy to recognize from farther away.

Advertise green initiative and healthy quality of product

Hierarchy/Priorities of Information

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Logo (by Kellogg’s) Graphics Reveal Healthy+Quality text Why Choose Us Green Initiative 19

Unique Selling Proposition (USP)

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- Selling experience of people and dogs eating food from the same brand, so owners KNOW it’s healthy.

- Packaging is recyclable - Reveal shows exactly what you’re receiving and feeding to your pet.

- Logo depicts the pet the food is intended for

Executional Considerations

With our packaging, we wish to appeal to the new pet owner and make them feel more comfortable with their choice of pet snacks/food. With the size of our packaging, the size of our UPC will have to scale as well, as the smallest we can go is 80%. We also plan on making our packaging bilingual (English and French) since we would be selling in Canada.

Since we have thought of including a reveal window for the packaging, we will need to put space aside for that as well.

We will also need to highlight either within the packaging that we are using recyclable packaging.

During week 1 after the assignment is due, our group will decide on a final idea for the project, and during week 2 we will decide on a brand name. During the final week we will decide on a final design and iterate upon them while applying them into the dieline provided for us. We will then apply the finalized design into a mockup for submission.

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The Process

Store Check Category One Cookies

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A widely appreciated snack around the world, we thought “What could be more hardcore than Michelin Cookies?”

The Michelin man is often mistaken for the dough boy, so we thought that it would be interesting to combine the two.

digestive, and chocolate chip.

There isn’t a strong relationship between the Michelin company and a reason for them to produce cookies, so this option was ultimately ruled out.

Rest in pieces, Michelin Man There are many different brands Cookies. already producing a variety of different types of cookies that are already considered ‘trusted’ companies for making food (especially Nestle).

Many companies that produce cookies produces a variety of different flavours to appeal to all ages, including oatmeal,

Leading Competitors Cookies

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Nestle Pepperridge Farms Fiber One Keebler Mrs. Field’s McVities Mr. Christie BelVita

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Store Check Category Two Toothpaste/Mints

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Toothpaste is a vital portion of our lives, we use it every single day and for some of us, twice.

There are many kids who are starting off learning to brush their teeth that absolutely despise the taste of the “adult” toothpastes, and this idea is another rendition of children’s toothpaste.

This idea was abandoned later due to the fact that children may even eat the toothpaste because it tastes like the candy they may know and love.

The industry is mainly dominated by big industries such as Colgate, Crest, and Sensodyne.

Leading Competitors Toothpaste

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Colgate Sensodyne Crest Aquafresh Arm and Hammer Pepsodent 27

Store Check Category Three Hand Lotion

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Inspired by L’Occitane’s packaging for their hand lotion and a brand from Above Ground called “hand sh*t”, we thought it would be a fun idea to market it as paint for the hands. This product would probably appeal to young adults or kids.

As far as we could tell this is an original idea although there are paint tube inspired packaging designs.

Leading Competitors Hand Lotion

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Neutrogena Burt’s Bees L’Occitane Eucerin Aveeno Vaseline 29

Chosen Category

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Initially our idea was to produce dog food, but we were reluctant on the idea due to the size of the packaging and how that would limit our experimentation with packaging.

Many other competitors’ packagings use photographs of the pet rather than having fun and being graphic with their imagery. Throughout our research we felt that the IAMS brand is by far the most graphic and also stands out the most from the other food brands.

Brand Name

We had many iterations of names, but the top iterations were the following: Omnoms Me Chew Nibble Happetite Covetous Petits Fours Voracious Wig Wag Omnies Mmm’s Munch Miew Myoo Myew Me-n-oo (like menu? Idk lol) Me chew (like me too? -> “i need food too”-pets) Mmmful Foody tails Wig wag Smack m’s Bite Itty bitty Itsy bitsy mmmBite Purrfect Meow

Mmmful Foody tails Wig wag Smack m’s Bite Itty bitty Itsy bitsy mmmBite Purrfect Meow Nibble *** Scratch Swarm Dash Chomp Chompies Chomp’d Woofood Wooflakes Blend Burk Voracious (meaning wanting to eat a lot) Devour Covetous (having or showing a great desire to possess something belonging to someone else) Kavadas Kevedes Famished Kruv Feed Fud

Feod (playing with “feed” and “food”) Feeod Appetite Happetite (happy appetite) *** Feed Me Meal Time Meow Time Me-o Time *Some of these iteratons were not chosen because they leaned too closely to a certain breed, and we wanted to do more than one breed.

Top Three Names: Happetite Petits Fours Omnoms

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Chosen Name

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Petits Fours is loosely based off the bite-sized French appetizer.

We felt like it fit as the brand name for this branch company from Kelloggs because we are targetting mainly animals with four legs, and the pet snacks we are making are bite sized.

With Omnoms we were hoping to imitate the sound of a pet eating, and with Happetite we wanted to combine the words happy and appetite.

However, since this is a brand

by Kelloggs, we felt that Petits Fours had that ring we needed and suited the brand name.

We hope to make the logo much more graphic than other brands, who took a more traditional standpoint (to show that they’re an old and reliable brand).

Through process, we tried a multitude of ways to incorporate minimal and more graphic illustrations within the logo itself (Shown on the next page). We initially settled on Happetite as our brand name, but found it extremely difficult to incorporate minimal graphics within the brand name.

The one we finally settled on is Petits Fours, and included the animal we are marketing towards within the logo.

Brand Mark Iterations

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Brand Mark Iterations

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Brand Mark Iterations

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SWOT of Top 3 Brand Marks

Happetite Happiness and Appetite combined together.

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Petits Fours Based off French appetizers and “petit fours” feet for pets.

Strengths - Easy to interpret - Straightforward - Has a ‘ring’ to it

Strengths - Process of name makes sense - Logo can change with sku -

Weaknesses - Long name - Does not include a pet pun

Weaknesses - Associated with the food - May be hard to pronounce - Not creative

Omnoms Sound effect of pets eating.

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Strengths Different from other brands Open for graphic interpretation Not obvious name Appeals to children

Weaknesses - Childish name, unreliable?

- Kellogg’s wouldn’t name their brand Omnoms.

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Graphics Sketches (Dog)

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Dieline Inspiration

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Dieline Layout Iterations

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SWOT of Top 3 Dielines: Bunny

Strengths - Reveal contrasts with blue - Blue works well with rest of skus - Light background makes black text easy to read

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Weaknesses Blue may be lost through printing?

Finer print lost Reveal doesn’t fit “garden salad theme Doesn’t fit “kellogg” theme

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SWOT of Top 3 Dielines: Dog

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Strengths - Red is bold, stands out Recycled paper infers that we are using recyclable products - Reveal image works with red - Kelloggs clearly visible & fits the Kelloggs theme Weaknesses - Symmetrical - Pastel transparent against texture?

SWOT of Top 3 Dielines: Cat

Strengths - Colours are consistent - Purple clear against recycled texture - White shows well against purple Weaknesses - Finer text a little bit hard to read, but easier than bunny sku - Doesn’t fit “Kellogg” theme

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Final Dieline SKU: Dog

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Final Dieline SKU: Cat

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Final Dieline SKU: Bunny

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Final Mockup

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Final Mockup: Bunny

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Final Mockup: Cat

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Final Mockup: Dog

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Final Mockup: Back View

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