PERFECTLY POLISHED
DIY Delights // Seasonal - International - Topping - Powerbark
Are Beneful's latest playful, lighthearted, and fun dog treats that allow pet owners share even more special moments with their dog. Play - Beneful's most identifiable and equitable asset.
GAME CHANGING FEATS INCLUDE: Treating in the kitchen, customizable treats to gift and break as you go dog treats- perfect forevery dog.
The New Dog Treats
VISUAL DESIGN // PACKAGING - RETAIL - BRANDING
Nestlé Purina PetCare is the largest pet food company in America and is the 2nd largest in the world, making them socially influential for the pet industry. They offer brands, each with their own audience and shifting social roles of generational groups are expected to redefine income potential, social priorities, and user needs.
NESTLE PURINA
Dog treat design + strategy design for Nestlé Purina PetCare Beneful
Initial 2013
Revisited 2016
Pasadena,CA
BENEFUL
Baked Delights is a line of oven-baked dog snacks
that come in four flavors. They are adventurous, playful,
and go beyond the standard bone and jerky snacks.
Concluding from results, petowners’ main concern is the health of their dogs. When choosing a dog snack, they look for health benefits and a product that’s meaty.
Demographic
RESEARCH
TEXT GOES HERE
HEALTHINESS VS. PRICE
In the shaded region, there is an opportunity for where Beneful can market new products. Healthiness is determined by the number of arti cial ingredients of the company’s products. The prices are based from Petco’s online store.
MAIN COMPETITOR
MILKBONE is the main competitor of Beneful Baked Delights. Their price ranges are the same, but MILKBONE contains more various vitamins and sizes of bits.
MOTIVATION
TO DESIGN
Gen Y
A potential new group of people are of Generation Y. They are tech-savvy, family-centric, achievement-oriented, team-oriented, and attention-craving.
Baby Boomers
Older and with families. Purchases products from department stores and chooses Beneful because “it looks healthy.” They do not read nutrition labels and go for low price.
Insight
Baby boomers love to
bake for their family, and Generation Y love DIY (do-it- yourself) culture.
Opportunity
DIY baking can launch to both generations of baby boomers and generation Y. At the same time, it creates a sense of wholesomeness, which ts to the brand image of Purina Beneful.
Insight
Beneful is known as being the American dog food brand and today's new America is culturally inspired by an international flavor profile.
Opportunity
so to reflect the new identity of America is to invite flavors inspired by international favorites.
Insight
There are no seasonal products sold in stores.
Opportunity
Seasonal products can offer pet owners to celebrate memorable on special occasions with their dogs. There is a great opportunity to merge Seasonal and DIY together because people bake by themselves on special occasions.
Insight
Gen Y Is on a "let's explore" mentality and has companions that fit that lifestyle
Opportunity
Active Delights is perfect for reaching out to an on the go, travel sized treats that are easily to customize for your dogs; breakable to custo
GAME CHANGER: New Moments with Your Dog
POWERBARK
For the physically-active pet owner who takes their dog with them on their exercises. It is like a protein bar for your dog. Each bar comes with four large pieces which then, can also, break into four smaller pieces. Comes in delicious peanut butter flavor.
DIY DELIGHTS - CLASSIC JARS
Flavored dough that you can mix and match to create personalized treats for your pet. You can use the jar lids to mold shapes to your cookies.
Flavors: Apple Bacon, Blueberry, Green Tea, Peanut Butter, Pumpkin Bat, and Gingerbread.
DIY DELIGHTS - INTERNATIONAL DELIGHTS
For a quicker process, you squeeze dough out of the tubes onto a tray and bake right away.
Flavors: Mini Macarons and Chewy Churros.
DIY DELIGHTS - TOPPING
For more personalization, these meat- flavored toppings are to sprinkle over your dough. Flavors: Turkey Legs, Chicken Wings, and Pork Chops.
Brand Development
RETRO
For a feeling of nostalgia, inspiration came from looked at images from the 1940s and 1950s. A nod to being new feeling America
INTIMATE
Inspired by images of dogs in the kitchen patiently waiting for their snack. It’s just you and your pet sharing an intimate moment.
Branding
Color
Styling
Visual guide
Photographic style
INSPIRATION
A New American Attitude
