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CONTENTS
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SECTION 01/ research
(pgs 02-23)
SECTION 03/
d e s i g n a p p r oac h
visuals
(pgs 24-31)
(pgs 32-47)
SECTION 04/
SECTION 05/
f e at u r e s
brand
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SECTION 02/
and benefits
(pgs 48-51)
(pgs 52-59)
SECTION 06/
SECTION 07/
i n n o vat i o n
shelf appeal
structure
(pgs 62-65)
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(pgs 66-71)
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The ecological consequences of pets are significant and with the ever rising population of pets we need to consider their ‘carbon paw prints’. 05
Trends in ‘Luxury’ pet food requires tonnes of meats and grains as well as the vast amounts of energy drawn mainly from fossil fuels. This is then tinned, bagged and transported all over the world ready to be consumed by the billions of household pets. Despite a growing awareness of the earth’s limited resources, best practices for “sustainability” are largely undefined—and efforts to support it are based on user discretion. Pets are increasingly regarded as family members and are often considered equivalent to or substitutes for children, efforts of this nature will speak volumes to increasingly eco-conscious pet parents who can see that small changes make a big difference.
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SECTIONS /
07
CHAPTER 01/
research 01/ primary
02/ s e co n da ry
03/ competition
04/ m a n u fa c t u r i n g
05/ production
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01 RESEARCH /
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primary
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01
ALUMINIUM The Aluminium can is commonly used to package
RESEARCH / primary
food and beverages, it also holds products such as oils and chemicals. The global production of the aluminium cans is roughly 180 Billion each year and whilst the aluminium is often made from recycled cans only 41% of cans are re-used. Aluminium has some great benefits being malleable and light weight, it can be recycled endlessly as reprocessing doesn’t damage its structure making it almost the most cost effective material to recycle. Unfortunately the bad points out-way the good ones, to make the 180 Billion cans that we go through annually the aluminium is mined and extracted from the land which is detrimental to the surrounding environment and has health consequences for the locals from tainted water and toxic air supply.
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Bioplastics are the new alternative to plastics, they
/ RESEARCH primary
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BIOPLASTICS have a waterproof coating and this can be used to package any material. Bioplastics are made from dextrose(sugar) which is derived from field corn , sugar cane or potatoes which is already grown for many functional end uses. Corn is used first because it is one of the most economically feasible sources of plant starch uses 1% of the annual corn crops grown today so little to no impact on food prices or supply. Using Bioplastics results in 75% less green house gases than oil based plastics and it requires lower temperatures to produce and so energy is saved. End of life options include composting, recycling, and incineration for energy recovery. Bioplastics are the evolution of plastics and bring environmental, social and economic advantages.
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01 RESEARCH / primary
REDUCE Uses less packaging. Minimises the weight and 016
volume used. Employing bulk delivery systems. Uses fewer toxic chemical in its product and packaging.
REUSE Containers can be refilled and reused numerous times.
RECYCLE Biodegradable Compost able Recycling back into its original packaging type
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BIOPLASTICS LIFECYCLE
PULP SHEETS
MOLDED PULP
PACKAGING
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BAGASSE PULP
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SUGAR MILLS
SUGAR CANE FIELDS
COMPOSTING
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01 RESEARCH /
COMPETITION
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primary
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01 RESEARCH /
CAT FOOD I think that Whiskas has the strongest brand
primary pet food landscape
presence which and the brands strong colour can be seen across more shelf space as the product range is broader. I do prefer the look of the more luxury brand product like optimum and dine. The weakest brand is located on the right in
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the tinned section as there is no real appeal in terms of colour
DOG FOOD I think that pedigree has the strongest brand presence which and the brands strong colour of yellow can be seen across more shelf space as the product range is broader. I like the Coles brand of complete balance as the packaging stands out for me.. The weakest brand for me is my dog as it is located on a lower shelf but claims to be a premium brand.
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01 TARGET MARKET RESEARCH / s e co n da ry
Penny (24) & Possum (2) Penny is the marketing manager for Mac Cosmetics and has an annual income of 80k. She lives in the inner city but would prefer to 022
have a house near the beach. Penny leads an active lifestyle and enjoys going for runs, yoga and aerobics classes around her local area. Penny loves to eat healthy food as she feels healthier and nutrition is the base for a healthy lifestyle. Penny spends her spare time basking in the sun whilst enjoying a good crime novel and drinking her favourite earl grey tea.
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Michael (37) & Frankie (5) Michael works as a fashion stylist for some of the biggest fashion editorials around the world, with an annual income Rushcutters Bay but is rarely ever home.
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of 140k, he lives in an apartment in Michael is a trend setter and constantly on the look out for cutting edge design and innovation. Michael is highly social, dines out most nights of the week and works hard to play hard. He is well travelled, cultured and reads design and fashion blogs. Due to the high demands of Michaels job and social life he doesn’t often have an abundance of free time to participate in some of the simpler joys in life like grocery shopping or cooking so simple, fresh and easy food is what he keeps his eye out for.
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CHAPTER 02/ SECTIONS /
design 01/ concepts
02/ refining
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02 DESIGN APPROACH / CONCEPTS
In response to the brief our aim is to re-design and develop a new brand and innovative packaging concept for the pet food industry to minimise waste and environmental impact. A premium product of ‘Luxury’ pet food that is focused on all ingredients from fair trade local farmers which supports
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providing superior quality and complete nutrition. We source environmental initiatives around Australia and reduces the global paw print making way for a better future.
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02 DESIGN APPROACH / CONCEPTS
CONCEPT 01 / BOLZ / A portable pet food bowl that can have the lid screwed back on to keep the food fresh There are no re-usable dog bowls available that have a screw on top for
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added freshness
CONCEPT 02 / PETME / A portable pet food bowl that is portion controlled for animals on the go. A convenient take away meal for your pampered pooch when you are time poor and your pooch needs to eat.
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CONCEPT 03 / DOGGY STYLE / A portable pet food bowl that is portion controlled with multi use packaging that acts as a bowl for both food and water. There are no re-usable dog bowls available that have a multi purpose.
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CONCEPT 04 / PETME CARRY / A portable pet food bowl that is portion controlled for animals on the go. This product will be available at 7/11 and express stores for when you urgently need pet food The packaging is easy to carry and 100% biodegradable.
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02 DESIGN APPROACH / REFINING INITIAL
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CONCEPTS
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FRESH AUSTRALIAN PRODUCE (WET FOOD)
ALL NATURAL BISCUITS REINFORCED HANDLE FOR PORTABILITY 100% BIODEGRADABLE BIOPLASTIC LID 031
100% BIODEGRADABLE BIOPLASTIC BOWL
OUTER CASING MADE FROM RECYCLED CARDBOARD AND BRANDED WITH SOY INK LID CAN BE USED AS A WATER BOWL ONCE BISCUITS HAVE BEEN EATEN
THE PACKAGING WILL REFLECT THE STYLE OF THE BRAND USING SHAPES, IMAGES AND COLOUR TO GIVE PERSONALITY. THE CARTON OUTER CASING WITH HANDLE WILL BE MADE FROM RECYCLED CARDBOARD AND BRANDED USING SOY INKS, WHICH HAVE LESS CHEMICALS THAN STANDARD INKS, THIS WILL BE 200MMX90MM. THE BOWL IS 100% RECYCLABLE FROM BIOPLASTIC HOLDS 125G AND IS 100MMX80MM.
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CHAPTER 03/ SECTIONS /
visuals 01/ roughs
02/ d e v e lo p m e n t
03/ final renders
04/ knife line
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05/ mockups
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033
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03 canine diet
VISUALS / ROUGHS
reducing the global pawprint
Natural Organic Eco friendly
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Nourish Kangaroo and mixed vegetables Fresh Australian Kangaroo Our No.1 ingredient
Prebiotics & DHA Omega 3 For Digestion, Healthy Skin & Coat
No artificial colours or flavours
FIRST ROUGHS / mi
m oist
S
e
These are the first rough designs for the front and back of the Petme dog food packaging. I have added a feature dog on to the pack to be
Fresh Australian
consistent with majority of competition brands and to evoke emotion
Minerals
Kangaroo
Vitamins
Zinc
Chie Seeds
Helps Maintain
Helps maintain
Skin and Coat
tissue growth
in the buyer.
Ingredients: Fresh Australian Kangaroo, Grain rice, Potatoes, Peas, Carrots, Green Tea Extract, Rosemary, Natural Colour
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EVALUATION / Based upon feedback received in class and when comparing my designs to others in the market, I would need to change the initial design as it has a similar tone of voice to that of the I have also decided not
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competitor Pedigree. to have the outer casing showing the bowl at the bottom of the pack but rather housing the entire product in the casing as the bowl did not contribute aesthetically to the final design.
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03 VISUALS /
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DEVELOPMENT
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canine diet
Nourish Kangaroo and mixed vegetables
canine diet
NIGHT
MORNING
Kangaroo and mixed vegetables
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Nourish Chicken and Red Lentils
SECOND ROUGHS / canine diet
To enhance the idea that the Petme brand is all about health and sustainability I have moved the design direction into this category by adding different levels of green, this will also help our brand on the
Nourish
exclusively as their
Kangaroo and mixed vegetables
NIGHT
MORNING
shelf as there is are no competition with green
Chicken and Red Lentils
product range colour.
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03 canine diet
VISUALS / FINAL RENDERS
FINALS /
Kangaroo and mixed vegetables
NIGHT
MORNING
038
Nourish Chicken and Red Lentils
WWW.PETME.COM.AU
The final renders front and back have been tailored to suit the sustainable look and feel by using the green tones.
SERVING SUGGESTIONS 1. Seperate containers and peel back film. 2. Pour the dry food into the wet food bowl.
Best Before :
05.02.2017
Why our food truely nourishes INGREDIENTS
Our Natural recipe uses these premium ingredients: Fresh Australian Kangaroo Meat, Kangaroo and Beef meal, Whole grain Wheat, Potatoes, Peas, Carrots, Rosemary, Canola Oil, Glycerine, DHA Omega, Green Tea, Yucca Extract, Sea Salt, Natural Vitamins & Minerals.
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3. Use the left over bowl as a water dish. 4. Dispose of this packaging thoughtfully and help reduce your pets Global Paw print.
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canine diet
NIGHT
MORNING
Kangaroo and mixed vegetables
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Nourish Chicken and Red Lentils
VARIANTS / The product range can be seen here using the green as a consistent colour whilst changing the colour of the variant name and the features and benefits.
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03 VISUALS / KNIFE LINE
200 mm
Technical drawing / The bowl and casing would look like this once the product is all together in the cardboard casing. 50 mm
040
180 mm
100 mm
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041
Knife line / The label for the top of the bowl as seen above and the card board outer casing as seen to the right.
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03 VISUALS / KNIFE LINE DESIGN
BOWL LABELS /
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65 mm
042
65 mm
O
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180 mm
canine diet
FOLD LINE
FOLD LINE
FRONT
FOLD LINE
OF PACK
Nourish Kangaroo and mixed vegetables
Chicken and Red Lentils
NIGHT
MORNING
FOLD LINE
FOLD LINE
e paw at on
a e paw at
a general waste.
b
b
al
on
packaged just for you using 100% renewable resources. All of our
paw pr i nt
sustainability. We only use the freshest Australian produce which is
packaging can be disposed of safely In a home compost fascility or with
the glo
the glo
OF PACK
At Petme our products are synonymous with quality and
ng
ng
BOTTOM
e Red u ci
ci
OUTER CASING /
t im
u
al
e Red
043
t im
paw pr i nt
FOLD LINE ur atural recipe u e the e premium ingredient re h u tralian angaroo eat angaroo and ee meal hole grain heat otatoe ea arrot Ro emar anola il l cerine mega reen ea ucca tract ea alt atural itamin ineral
R
e t e or e
Why our food truely nourishes
help reduce our pet
lobal aw print
i po e o thi pac aging thought ull and e the le t o er bowl a a water di h our the dr
ood into the wet ood bowl
eperate container and peel bac
FOLD LINE
lm
R
FOLD LINE BACK OF PACK
FOLD LINE
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03 VISUALS /
044
MOCKUPS
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045
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03 VISUALS /
046
MOCKUPS
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FRONT OF PACK
047
BACK OF PACK
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CHAPTER 04/ SECTIONS /
f e at u r e s a n d benefits 01/ barcode
02/ n u t r i t i o n a l pa n e l
049
03/ product use
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04 FEATURES /
AND BENEFITS
BARCODE NUTRITIONAL PANEL PRODUCT USE
BOWL LABELS /
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65 mm
050
65 mm
O
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180 mm
canine diet
TAGLINE
FOLD LINE
FOLD LINE LOGO
FRONT
FOLD LINE
OF PACK
Nourish
PRODUCT NAME
CONTENTS
Kangaroo and mixed vegetables
Chicken and Red Lentils
NIGHT
MORNING
FOLD LINE
FEATURES FOLD LINE
e paw at on
a e paw at
a general waste.
b
b
al
on
packaged just for you using 100% renewable resources. All of our
paw pr i nt
sustainability. We only use the freshest Australian produce which is
packaging can be disposed of safely In a home compost fascility or with
the glo
the glo
OF PACK
At Petme our products are synonymous with quality and
ng
ng
BOTTOM
e Red u ci
ci
OUTER CASING /
t im
u
al
e Red
051
t im
RECYCLE
paw pr i nt
FOLD LINE
R
e t e or e
Why our food truely nourishes
help reduce our pet
lobal aw print
i po e o thi pac aging thought ull and
BARCODE
e the le t o er bowl a a water di h our the dr
ood into the wet ood bowl
eperate container and peel bac
NUTRITION PANEL
ur atural recipe u e the e premium ingredient re h u tralian angaroo eat angaroo and ee meal hole grain heat otatoe ea arrot Ro emar anola il l cerine mega reen ea ucca tract ea alt atural itamin ineral
INSTRUCTIONS
FOLD LINE
lm
R
BENEFITS
FOLD LINE BACK OF PACK
FOLD LINE
SOCIAL MEDIA
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CHAPTER 05/ SECTIONS /
brand 01/ lo g o d e v e lo p m e n t
02/ c o l o u r pa l l e t
03/ 052
typography
04/ graphic devices
05/ i m ag e ry
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053
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05 BRAND /
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LOGO DEVELOPMENT
Development /
B
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055
Final logo / Black and white Colour
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05 BRAND / COLOUR PALLET TYPOGRAPHY
056
GRAPHIC DEVICES
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Final logo /
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Colour pallet /
Typography /
Ab Ab
HEADING INTRO SUBHEADING Century Expanded Italic B O DYC O P Y Gotham Rounded Book
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05 BRAND /
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IMAGERY
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059
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CHAPTER 06/ SECTIONS /
i n n ovat i o n 01/ m at e r i a l
02/ structure
03/ 060
i n n o vat i o n
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061
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06 INNOVATION / MATERIAL STRUCTURE
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INNOVATION
OUTER CASING / Made from 100% biodegradable cardboard and the designs are printed with a soy based ink which reduces the amount heat
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063
BOWLS / The bioplastic bowls used in the Petme food range aims to replace the aluminium can and offer an alternative packaging solution which maintains the health and well being of our consumers whilst reducing the impact we have on the environment.
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06
FRONT OF PACK
INNOVATION / MATERIAL STRUCTURE
064
INNOVATION
BACK OF PACK
STRUCTURE / The pack has a simple
T
clasp that tucks into the
sp
back of pack.
f
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INSIDE PACK
065
INNOVATION / The product comes in a split pack which contains the daily portion of wet food and dry food for pet size. The dry food can be mixed with the wet food and the remaining bowl can be used as a water bowl.
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CHAPTER 07/ SECTIONS /
shelf appeal 01/ i n s to r e
02/ c u s to m e r
067
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07 SHELF APPEAL / INSTORE
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INSTORE / The Petme range works well when placed in an environment with its direct competition. There are no colour competitors and the packaging will draw attention with its portable and portion control appeal.
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069
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07 SHELF APPEAL /
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CUSTOMER
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071
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