Client
Snouty, targeting Millenials looking for high-value dog treats
Project Overview
I had under a year to develop the Snouty brand. The goal was to build a line of cheese dog treats, consisting of 5 original and 3 special SKUs. The first five months were dedicated to research and conceptualization; the next four months were for executing the brand and assets.
Many high-value dog treats and human foods can upset a dog's stomach. As a result, it can become difficult for dog parents to indulge their pups in a healthy way. Dog parents want to see their pups happy and feel closer to them, but they need a better way to treat them without disrupting their health. How can I make a high-value, diet-inclusive treat subscription box that will bring joy and nurture the bond between a dog and its dog parent?
MY TAKE
I found the inspiration for this project through my love for my dog, Bibi, and our mutual obsession with cheese. It was important for me to do extensive research on dog treats, cheese, and the impact ingredients have on dogs’ health in order to come up with the most nutritious and innovative alternative to dry treats.
Snouty found opportunity among Millenials, who prioritize value and quality. They only want the best for their pups. Design-wise, I formulated unique color palettes and type treatments so that Snouty would stand out when displayed in a store. The packaging had to be fresh and pop to audiences. By looking at Snouty treats, it's clear that the company creates quality products.
All the packages contain images of what the treats inside look like, creating trust with the customer. Upon looking at the bags, they immediately know what they're getting. I intentionally chose to create high contrast designs to draw in the eye of clients.
If anything, Millenials (and myself as a Gen Z'er) love puns. A big part of Snouty is being playful, which is why its communications are packed with entertaining references to dog behaviors and qualities, which can be easily observed in the names of the different SKUs.
It was important to emphasize the fact that Snouty creates formulas for dogs with different dietary needs and sensitivities, which is why I created a short animation depicting various dog breeds and why the packages all feel distinct from each other (the animation can be seen inside the website prototype video). Still, they belong to the same visual system.
MOODBOARD
Images retrieved from pinterest.com.
When deciding the look for the brand, I knew I needed to keep it fresh and colorful. Snouty needed to be flexible and eye-catching. I was inspired by color blocking and colors centered around cheese, hence the extensive use of orange. I made sure to balance the color out with blues and pinks, so the identity of the brand wasn't only tied to its creation of cheese treats.
SKETCHES
I experimented a lot with the logo (most of which is not shown here) to ensure that it could become a dynamic logo. I needed to make sure that the 'O' and 'U' were solid and could accommodate any snout below them. That adaptability was another reason why I forwent the curved logo. A curve would not work well with different snout heights and curves.
PHOTOSHOOT
I had the pleasure of directing a photoshoot with a few dogs from fellow RIT students. My friends Lyle Lewis and Liz Carro who carried out the functions of photographer and assistant photographer. I truly could not have done it without them.
Bibi, the sassiest Maltese (and my baby). 0/10, does not know how to behave like a model, hates the camera, and is actually a menace (I still love him).
Sunny, the sweetest Pitbull. She's still very much a novice, you know, being a puppy and all, but she has potential, 10/10.
Ollie, the silliest Pomsky. He's an absolute marketing genius, would call to work again with the brand, also 10/10.
Soup, the cutest Borador. She has a bright future as a dog model, 1,000,000/10
FINAL REMARKS
In the making of this project, I expanded my already existing appreciation for packaging through the experimentation that I did. It was very exciting to organize and lead a dog photoshoot, despite it getting so chaotic at times (mostly thanks to my dog, Bibi). However, my biggest takeaway from this project was expanding into previously untapped skills and trusting myself to tackle more complex assignments. I also developed an even greater love for dogs!
