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OVERVIEW THE BRIEF CONCEPT DEVELOPMENT TECHNICAL INFORMATION OTHERMOCK-UP

PRESENTED BY VINA ANGELINAAD307 DESIGN IN PRACTICE 1

KIDD_12351T

OVERVIEW THE BRIEF CONCEPT DEVELOPMENT TECHNICAL INFORMATION MOCK-UP

FRUITS FOR DOGSTHE STRATEGY

THE BRIEF CONCEPT DEVELOPMENT TECHNICAL INFORMATION MOCK-UPOVERVIEW

• Heinz was founded in 1869 by Henry John Heinz

• One of the world’s leading food companies that famous for its ketchup

• Manufacture thousand of different food products and their products are being sold in more than 200 countries

• “Good food is who we are, pure and simple”

• They used to have pet food brand, named Kibbles ‘n Bits. It was created in 1981 and it was the first dual textured dog food. In 1995, Heinz sold their pet food division to Del Monte. Now, it becomes the 5th largest dry dog food brand in US.

HEINZTHE CLIENT

CONCEPT DEVELOPMENT TECHNICAL INFORMATION MOCK-UPOVERVIEW THE BRIEF

• BRAND NAME: COLLIN’S FRUIT NIBBLES (COLLIN means young dog) A healthy fruit treat for dogs containing 100% diced fresh fruit (no artificial colours, flavours or preservatives) full of vitamins and minerals to complement the nutrition levels that are adequate for their needs.

• TAGLINE: A special friend deserves a special treat

• TARGET MARKET: People that owns and loves dogs. Both gender and all ages from teen, family and elderly (over the age of 20)

Primary: Both gender, mainly female. Age between 25-64 (financially stable – many adults, either single or married at this age consider their pet as a part of the family)

Secondary: Male and female. Over the age of 64 (financially stable, people with family - elderly with long time companion)

Tertiary: Male and female. Age between 16-25 (average income – this age stage is the busiest so they won’t have much time to take care their pets)

• THE RANGE: Puppy (up to 2 years): Berries (strawberries, blueberries, blackberries and raspberries) Berries are good for puppies beacuse they need a lot of nutrition while growing.These berries are high in vitamins and minerals which help build their muscle, skin, coat, bones and teeth. It can increase red blood cells levels, prevent cancer and heart disease.

Adult dogs: Apple, mango and peach Adult dogs have big appetites and slower metabolism, so they need less fatty food and more vitamins.These apple, mango and peaches are good for their digestion, kidney and intestines. It is high in vitamin C and A and it is good for detoxification.

Senior dogs: Melons (watermelons, cantaloupe and honeydew) Senior dogs need food that is easy to digest, low in fat, high in protein and vitamin C because they are less active and have slower metabolism.These melons are really good because it is full of purified water, vitamin A, B and C and proteins. It helps to prevent cancer, heal internal wounds, infection and skin allergies.

THE BRIEF

CONCEPT DEVELOPMENT TECHNICAL INFORMATION MOCK-UPOVERVIEW THE BRIEF

• TONE OF VOICE: The brand is: Fresh. Healthy. Casual. Friendly.

The brand is NOT: Supplements. Additives. Artificial flavours and colours.

• COMPETITORS: There are no competitors on fresh fruits for dogs, but there are some existing brands that produce some dog food from dried fruit mix with meat, supplements and vitamins.

Example: ~Jerhigh (Thailand) – soft stick dog snacks (real chicken meat mix with either milk, carrot, spinach, banana, blueberries or strawberries) ~The Honest Kitchen (San Diego, CA) – organic dog food (meat mix with fruit and veggies, no grain and gluten free) and supplements ~By Nature Food (USA) – dog biscuits (mixed berry and fruit & nuts flavors), dry and canned dog food ~Fruitables (USA) - dog treats (soft and baked dog treats from fruits and veggies mixtures) ~Other big pet food company: Pedigree, Purina and Eukanuba

THE BRIEF

TECHNICAL INFORMATION MOCK-UPCONCEPT DEVELOPMENTOVERVIEW THE BRIEF

• For the logo, I try to play with some fonts and keep it simple. The first logo that I made is not reflecting the brand personality and it sort of reminds me of Kellog’s. Then I developed it and try to make it with some sketches sort of feel but it’s too girly, floral and doesn’t really match the brand. After I got feedback, I made it more classic and simple and change the actual font character by changing the O, L and S.

LOGOCONCEPT DEVELOPMENT


• For the colour, I try to keep it consistent and link with Heinz.

C:0 M:96 Y:63 K:0 R:238 G:43 B:80

C:0 M:49 Y:27 K:0 R:246 G:154 B:155

C:2 M:1 Y:9 K:0 R:248 G:247 B:232

COLOUR PALETTE - LOGOCONCEPT DEVELOPMENT

MELONSAPPLE, MANGO & PEACHBERRIES

C:0 M:28 Y:80 K:0 R:253 G:189 B:77

C:3 M:3 Y:70 K:0 R:251 G:233 B:109

C:0 M:77 Y:37 K:0 R:241 G:98 B:120

C:0 M:39 Y:13 K:0 R:244 G:173 B:184

C:64 M:11 Y:100 K:0 R:106 G:170 B:67

C:37 M:0 Y:94 K:0 R:173 G:209 B:66


• The range colours reflect the fruits that are in the package. Berries is pink. Apple, mango and peach is yellow. Melon is green. I also keep it consistent by using duotone for each range (strong and soft colour).

COLOUR PALETTE - THE RANGECONCEPT DEVELOPMENT


• For logo and caption.

• For title

• For body copy, text

TYPEFACECONCEPT DEVELOPMENT

Wisdom Script Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

GARAGE GOTHIC REGURAL Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

GOTHAM BOOK

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789


• Meet Collin. Collin is the avatar of the brand. The illustration is simple and clean just like the brand personality. It’s showing the development from puppy to senior. For puppy, I make the size smaller and the eye smaller as well and the ear is going down. The adult is the normal size with the ear up. For senior, I put mustache and glasses.

GRAPHICS - COLLINCONCEPT DEVELOPMENT

ADULT SENIORPUPPY


• For the graphics, I keep it simple and clean with using some basic shape and still using the same colour palette from the range and the logo

GRAPHICS - THE FRUITSCONCEPT DEVELOPMENT


• The material is the carton. Because the fruits will be diced-fruit so milk carton (paperboard, the inside is covered by wax) will be suitable, since it will not leak. It’s also environmentally friendly and recyclable.

TECHNICAL INFORMATIONMATERIAL

SIDE

BACK

FOLD

SCORING

GLUE

FRONT (BRAND LOGO)

(PRODUCT RANGE) (ICON)

(GRAPHICS)

BOTTOM (BARCODE)

(EXPIRY DATE)

TOP(PATTERN) (NUTRITION FACT)

(INGRIDIENTS) (RECYCLE LOGO) (INFORMATION)


THE TEMPLATE - KNIFELINETECHNICAL DEVELOPMENT

FOLD

SCORING

GLUE

162 mm

82.4 mm

279 mm

98.3 mm

68.5 mm

83 mm


TECHNICAL DEVELOPMENTTHE TEMPLATE - SIZE

MOCK-UPTECHNICAL INFORMATIONCONCEPT DEVELOPMENTOVERVIEW THE BRIEF

OUTSIDE INSIDE

MOCK-UPRENDERING - THE PACKAGING

8 230391 271304

8 230391 271304


INSIDEOUTSIDE



• This is how will the packaging look when you open it and fold it; it will turn into a bowl and since it’s a single serve product, you can just serve it and throw it away when it’s finished.



• This small book will be the instruction of how you open and turn the packaging into a bowl and it also has the information about the brand and the benefit of each fruit for your dog.

MOCK-UPRENDERING - THE INSTRUCTION

OUTSIDE INSIDE

MOCK-UPPHOTOGRAPH

OVERVIEW THE BRIEF CONCEPT DEVELOPMENT TECHNICAL INFORMATION OTHERMOCK-UP

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