Things to work on:
In Studio
-the wall
-makeshift team name/print out
Research
-beneful
identify the ingredients of this brand
identify ingredients of competitors
strengths
what makes them unique
weakness/threats
-in depth store study
beneful product placement
circulation
product mapping /layout of products in store
-do a product analysis
1) beneful vs their main competitor
color usage
package
offerings/product shapes and texture
visual presence on shelf
how brands got their names/looks
2)the human comparable to beneful
kashi and/or pepperidge farm cookies
what works
what didn't work
what we like to carry over
3)product that heavily inspires our new branded direction
what works
what didn't work
what we like to carry over
-interviews
show our product to interviewees
engaging videos or pictures
pictures of person
dog pictures
create a persona
picture of the person
our ideal dog persona
-what does the dog like to do?
-what does the dog do with his owner?
-what does he/she like?
-what treats/food does the dog like?
because of size? owner buys
3 dogs
small medium large
film on the grass/outside
reach out to beneful's facebook page
interview the dog (the real consumer)
with prototypes and dog food
consider just in package and out of package
Branding
-clearly identify the existing looking
-create a new look
-implement the new look to slides/book
make sure the whole page is not all writing
make it lively
Homework week 2
-create a personas what if based on the insights discovered during interview/research
*this could be the dog personas we create
(idea: what if we used these personas to capture existing dog consumers and also reaching out to expanding the market)
-trend research-investigation and identification of trends
*in class we talked about this convention in sf that was surprisingly focused on american based food and treats, is it a local thing? is it a pride in our product? the convention was something food and confections. a parallel between humans and treats, and dogs and their treats
-brand promise-what does the brand stand for, where can it stretch and how will it resonate
*who is beneful, the potential of beneful, and where we see it
-snack /product offerings identified
*become familiar with what we have to offer, so when we design, we know what we want to focus on (mostly treats but we could relate it's use to other offerings
-graphic language, style and type exploration and photographic style exploration
*look at beneful's existing graphic language, style and from there do a type exploration t and photographic style exploration that would be complementary to the existing brand/where we want to take it.
January 26, 2013
Focus
Beneful
With every day comes a new adventure, best fueled by Beneful meals and treats that are 100% complete and balanced. Beneful is all about going beyond the food to promote a healthy, playful, active, and social lifestyle for dogs and their human companions. Their meals and treats that are simply made of the real good stuff- real meat, real vegetables, real fruit and real grains, and redefined their market through their food's color, texture, shapes, and tastes.
Type of Food (1 slide should be dry wet treats, then a slide for each food-in depth product research)
Dry
Wet
Treat
Beyond the Food
Dog-Friendly Resource
Pruina Animal Insurance
Social Networking
Dream Dog Park
In the Purina Realm
Beneful is the completely healthy option, promoting nutritious food, a playful, active, and social lifestyle, as well as really focusing on engaging interaction between dogs and their owners.
(play in this sense is more playful than just playing)
Beggin Strips is about the bacon, all about being silly, having fun and playing around. This is Purina's most successful and iconic brand .
(play is really about playing)
Busy Bone, all about keeping the dog busy, the owner is happy when the dog is busy playing with these treats.
(play = dog is busy)
Friskies is about cats, is 2nd in the market and Purina wants to be first.
(play is playing with cats)
The Dog Treat Market
Beneful's major competitor is Milkbone but also competes with __________________
Beneful's approach in this market is through offering healthy, wholesome, and nutritious food, as well as promoting a effortlessly active and social lifestyle. Beneful is about being current, being trusted, being honest, and being real. Where happiness is through living well.
As a brand Beneful is esthetically comparable to Kashi, interesting because their treats look ready for human consumption.
Milkbone, a timeless classic embraces its history on the shelves and uses its iconic red box and bone shapes for its treats. There's a sense of nostalgia to the brand, promoting its reliability felt through generations and for that their treat taste goes unquestioned.
As a brand probably set the bar for most dog treat brands through their simple and bold, logo and look. Their brand and look is all they got going for them.
-do a pros and cons of each product
-compare their ingredients, packaging and brand
(have this lead into the topic of shelf placement in retail settings)
-introduce a retail store, its floor plan, its circulation, product placement
-talk about the neighboring brands, color/product/packaging/brand analysis
-industry trends/consumer trends
Beneful
-bring in the brand promise
-tone of voice
-perception vs reality vs promise
-advertisements/online presence, etc...
Current Audience: The female baby boomers
-let's show an image here of a baby boomer with her dog, then in the "our take on Beneful" section we could add the same or different picture of the female baby boomer with her generation Y son/daughter. this shows that we're trying to extend Beneful's market and we are perpetuating their brand for years to come.
Interviews
Demographic
Behaviors
Our take on Beneful
Play(ful)
There's more to play than just playing, it's about feeling good.
Felt through healthy smiles and food, active and social lifestyles, and simply felt through living well.
Target Audience: Generation Y
-insert generation y with baby boomer picture here
Dog personas
-maybe if we could add the dog in from the audience in addition to the 2 other dog personas
Areas of Potential
-Dog Parks (does anyone know who/where it said gen y would rather walk their dog than give their pet a treat? maybe fact could be added here)
-Dogs friendly areas are becoming more popular; this is in line with Beneful's approach at staying relevant, current, and here to stay.
-How could we fuse technology in this project?
-Bringing in the human element, what does this Idea of Treating mean?
Explorations
-graphic language, style, type and photographic style explorations
Just trying to get some key words started for Beneful. key words that can drive our project too
Current, present, trusted, easy, effortless, sophistication though simplicity,
Healthy, nutritious, active, conscious, honest, wholesome, real, transparent
With every day comes a new adventure, best fueled by Beneful meals and treats that are 100% complete and balanced. Beneful is all about going beyond the food to promote a healthy, playful, active, and social lifestyle for dogs and their human companions. Their meals and treats that are simply made of the real good stuff- real meat, real vegetables, real fruit and real grains, and redefined their market through their food's color, texture, shapes, and tastes.
Type of Food (1 slide should be dry wet treats, then a slide for each food-in depth product research)
Dry
Wet
Treat
Beyond the Food
Dog-Friendly Resource
Pruina Animal Insurance
Social Networking
Dream Dog Park
In the Purina Realm
Beneful is the completely healthy option, promoting nutritious food, a playful, active, and social lifestyle, as well as really focusing on engaging interaction between dogs and their owners.
(play in this sense is more playful than just playing)
Beggin Strips is about the bacon, all about being silly, having fun and playing around. This is Purina's most successful and iconic brand .
(play is really about playing)
Busy Bone, all about keeping the dog busy, the owner is happy when the dog is busy playing with these treats.
(play = dog is busy)
Friskies is about cats, is 2nd in the market and Purina wants to be first.
(play is playing with cats)
The Dog Treat Market
Beneful's major competitor is Milkbone but also competes with __________________
Beneful's approach in this market is through offering healthy, wholesome, and nutritious food, as well as promoting a effortlessly active and social lifestyle. Beneful is about being current, being trusted, being honest, and being real. Where happiness is through living well.
As a brand Beneful is esthetically comparable to Kashi, interesting because their treats look ready for human consumption.
Milkbone, a timeless classic embraces its history on the shelves and uses its iconic red box and bone shapes for its treats. There's a sense of nostalgia to the brand, promoting its reliability felt through generations and for that their treat taste goes unquestioned.
As a brand probably set the bar for most dog treat brands through their simple and bold, logo and look. Their brand and look is all they got going for them.
-do a pros and cons of each product
-compare their ingredients, packaging and brand
(have this lead into the topic of shelf placement in retail settings)
-introduce a retail store, its floor plan, its circulation, product placement
-talk about the neighboring brands, color/product/packaging/brand analysis
-industry trends/consumer trends
Beneful
-bring in the brand promise
-tone of voice
-perception vs reality vs promise
-advertisements/online presence, etc...
Current Audience: The female baby boomers
-let's show an image here of a baby boomer with her dog, then in the "our take on Beneful" section we could add the same or different picture of the female baby boomer with her generation Y son/daughter. this shows that we're trying to extend Beneful's market and we are perpetuating their brand for years to come.
Interviews
Demographic
Behaviors
Our take on Beneful
Play(ful)
There's more to play than just playing, it's about feeling good.
Felt through healthy smiles and food, active and social lifestyles, and simply felt through living well.
Target Audience: Generation Y
-insert generation y with baby boomer picture here
Dog personas
-maybe if we could add the dog in from the audience in addition to the 2 other dog personas
Areas of Potential
-Dog Parks (does anyone know who/where it said gen y would rather walk their dog than give their pet a treat? maybe fact could be added here)
-Dogs friendly areas are becoming more popular; this is in line with Beneful's approach at staying relevant, current, and here to stay.
-How could we fuse technology in this project?
-Bringing in the human element, what does this Idea of Treating mean?
Explorations
-graphic language, style, type and photographic style explorations
Just trying to get some key words started for Beneful. key words that can drive our project too
Current, present, trusted, easy, effortless, sophistication though simplicity,
Healthy, nutritious, active, conscious, honest, wholesome, real, transparent
January 22, 2013
January 21, 2013
Survey
Hey guys, I created a survey for us to collect data. I need help with the questions.
Survey:
https://www.surveymonkey.com/s/tds-dog-treats
Responses (pw: beneful):
https://www.surveymonkey.com/sr.aspx?sm=bgPh7tGtkLVJNslVifYxLS1zs2QcHofAnaA_2bG7xY_2b_2b4_3d
PDF:
https://www.dropbox.com/s/9opb61lhq1gqa36/survey1.pdf
Survey:
https://www.surveymonkey.com/s/tds-dog-treats
Responses (pw: beneful):
https://www.surveymonkey.com/sr.aspx?sm=bgPh7tGtkLVJNslVifYxLS1zs2QcHofAnaA_2bG7xY_2b_2b4_3d
PDF:
https://www.dropbox.com/s/9opb61lhq1gqa36/survey1.pdf
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