Week 02 To-Dos

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.