Danielle Muntyan

OUGD603 Extended Practice

Brief # 7 Four Paws - Haircare for Dogs

Danielle Muntyan

OUGD603 Extended Practice

Brief # 7 Four Paws - Haircare for Dogs

The Brief

Considerations

Context & Target Audience

Solution

To both design and produce branding and packaging

for a new, luxury upmarket haircare range for dogs.

There are many considerations which needed to be

thought through in regards to the brief, such as the
initial product, range and distribution, in order to ensure
the brand is on point with the brief.

The pet product industry in the past couple of years

has taken the market my storm, allowing for a wide
range of specific niche products to be introduced to
the consumer.

Furthermore, considering the brand in context will help

with having an attractive aesthetic and appealing tone
of voice.

The products are 100% organic and natural, which

have been adjusted to have a pH balance specifically
for dogs. There are 8 products in total, available in sets,
pamper packs or as stand alone products.

Four Paws is a new, upmarket brand and, luxury line

of haircare products for dogs. The brand name, is a
play on the term, for Dogs, whilst creating a further
connection with the consumer, further representing the
product and packaging range at hand.

Cost is a factor to keep in mind - producing a high-end

product at minimal cost.
Brief Type
Self-Initiated

The primary target audience is the consumer,

particularily females, between the age of 22-35. The
consumer would ideally be settled in a home, with a
pet dog and possibly a family, or partner. Disposible
income would be available for the consumer to buy
luxury, upmarket products such as this.
The product range would be sold in independant Pet
Boutiques and upmarket, luxury stores such as Harvey
Nichols, Liberty of London, Harrods, Selfridges and
The Dog Hotel.

Evaluation
I feel very proud of the outcome of this brief, and feel
I have completed it to the highest standard I could
have. I feel this brief has given me a much better
undertstanding of packaging design as a whole, as
well as designing for specific target audiences. I feel
the technical elements such as designing and
producing elements such as packaging nets and vinyl
wraps have shown versatility within my skill set, whilst
being able to work keeping print costs, aesthetic and
product image in-mind.
1/8

Danielle Muntyan

OUGD603 Extended Practice

Existing Products

Influence

There is a growing demand for pet haircare products,

particularly for dogs. A variety of brands are currently
available from Pets at Home Own-Brand, to TIGIs Pet
Head - one of the most expensive products on the
market at the moment, however mocks the products
used for the human range.

From these varied yet existing product ranges, it is easy

to see that a variety of target audiences and concepts
have been considered. The branding and packaging
for each is somewhat subtle in an obvious manner,
using stereotypical icons such as paws and bones to
represent the products themselves.

Brief # 7 Four Paws - Haircare for Dogs

Contextual Research

2/8

Danielle Muntyan

OUGD603 Extended Practice

Brief # 7 Four Paws - Haircare for Dogs

Associative Imagery

Influence - Bottles

Influence - Boxes

Following the Primary Research, further imagery was

collected to help inspire the aesthetic of the Four Paws
packaging.

The aesthetic is influenced by simple glass bottles,

forming a package featuring contrasting type. I felt the
overall tone and aesthetic of the packaging examples
featured showed interesting use of labelling, colour
and type revealing the product, whilst allowing for
prominent and recognisabe branding. This minimalist
packaging also allows for a luxury edge.

The aesthetic of the boxes is influenced by the above

examples shown, reflecting both a high quality, luxury
product and brand. The use of minimal colour and one
choice of stock is appealing, creating a high-end
product at a low initial cost, as seen with the Kiehls
product packaging.

The aesthetic chosen is that of basic, modern design

with an upmarket, luxury, high-end twist.

Aesthetic Influence

3/8

Danielle Muntyan

OUGD603 Extended Practice

Brief # 7 Four Paws - Haircare for Dogs

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Four Paws Branding

Logo Design

Typography

The branding for Four Paws, features a combination

of elements, including, packaging and website design.
Therefore, the logo design has to be clear, simple and
transferable across different forms of media, whilst
reflecting the brand ethos of high quality, luxury, natural
products.

The logo design combines the concept and product at

hand, whilst being fun and representative of the range
of products, using an illustration of a Poodle in a Bath.

Two different typefaces have been used, Jonny Quest

Classic and Lekton, in order to create a contrast
between different elements, whilst reflecting both the
fun and luxury side of the products and its packaging.

Even though the products are high-end, the brand can

allow to be playful and contemporary in its overall
image and design.

4/8

Danielle Muntyan

OUGD603 Extended Practice

Brief # 7 Four Paws - Haircare for Dogs

Packaging

Stocks and Substrates

Tone of Voice

Two types of product packaging has been designed

and produced to house the product range.

The concept and logo are subtly juxtaposed with a

160gsm Rose Grey Murano Hair Stock, giving an
organic and natural feel to the product.

The tone of voice for both the branding and product

packaging is high-end, luxury, natural and organic.

The packaging produced consists of a Belly Band for

the Shampoo and Conditioner duo pack, and a
two-part box with ribbon pull.
Each element carries particular information about the
specific product, i.e. logo, ingredients list, product
name, product information and website address.

Outcome: Product Packaging

This is further complimented with a 160gsm Cream

Coated Stock, adding a high-quality finish and contrast
to the packaging. Furthermore a high gloss transparent
Vinyl giving a high-end, polished finish to the product,
whilst allowing for the logo to pop.
5/8

Danielle Muntyan

OUGD603 Extended Practice

Brief # 7 Four Paws - Haircare for Dogs

Pamper Pack

Hang Tag

A further method of packaging a series of products in

a Pamper Pack for dogs.

A Hang Tag, shaped like a dog house has been

produced in addition to add a playful, fun finish to the
stand alone products.

Using a hamper basket opposed to a box reflects a

luxury, high quality product, whilst being associative to
the idea of pets, picnics and fun!

Outcome: Product Packaging

This product would also be available to purchase in

store.
6/8

Danielle Muntyan

OUGD603 Extended Practice

Product Range

Product Details

The 8 products in the Four Paws range are as follows:

Above shows an example of the product details

listing on the back of the product. A Vinyl wrap has
been used for this to allow for a clean, crisp finish.

- 2-in-1 Skin Soothing Shampoo

- Detangling Shampoo
- Whitening Shampoo
- Gloss Shine Conditioner
- Fur Tint
- Fur Mask
- Paw Butter
- Bath Salt

Brief # 7 Four Paws - Haircare for Dogs

Outcome: Product Range

7/8

Danielle Muntyan

OUGD603 Extended Practice

Brief # 7 Four Paws - Haircare for Dogs

Outcome: Website Proposal

Website Proposal
The website proposal shows a simple 3 page website,
giving basic information on the brand, whilst promoting
the product range. I wanted the website to be easy to
navigate around and be more visual than typography
led. The website lists stockists as well as having a
feature to search for your nearest stockist, via post
code.

8/8