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Royal Canin was re-branded by Samuel Preston because the old logo was bland and did not convey that it was a pet brand. Initial research included paper questionnaires to understand how people viewed the brand, a focus group to get opinions on the logo, and research into the existing brand and products. The document then shows the old logo followed by final logo, business card, and letterhead designs from the re-branding project and asks if there are any questions about the new designs.
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The document describes research and rebranding work done for the pet food company Royal Canin. Initial research included learning the company history and gathering feedback from questionnaires and a focus group. The focus group said the old logo was "bland" and did not clearly communicate what the brand sold. New logo designs incorporated elements suggested in feedback, like a clearer crown image. Further feedback was gathered via additional focus groups and surveys. The final logo design incorporated a line drawing of a cat and dog with the brand name in red font, and testing showed it better communicated the brand's target market compared to the old logo.
Research
The documents provide information from various sources on dog breeds. The Kennel Club pages discuss the histories and traits of German Shepherds, Labradors, and Dachshunds. Videos from the TV show Dogs 101 provide details on grooming needs, trainability, and suitability for children for various breeds. Additional sources include a Secret Life of Dogs TV show that shares dog facts and stories, as well as websites that fill in knowledge gaps for Chihuahuas and Dalmatians. Pictures from magazines and online provide ideas for laying out content in a booklet format.
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Written Draft Copy
Dogs have a long history of domestication by humans. They come in over 400 pure breeds that vary greatly in size, from Chihuahuas to Great Danes. Dogs are highly social and form strong bonds with humans. They can understand human gestures, read human facial expressions, and consider human perspectives. Various stories show how individual dogs demonstrate intelligence, problem-solving skills, and devotion to their human companions.
Ideas
This document outlines four potential ideas for informative booklets:
1) A guide to dog breeds that describes the traits of different breeds to help people choose the best match for their lifestyle. Research would include websites like the Kennel Club and interviews with breeders.
2) A guide to endangered species that provides information on which animals are most at risk of extinction, reasons why, and actions people can take to help. Research would focus on the WWF website.
3) A guide with photography tips and advice drawing on the author's experience and interviews with a local camera store. Photographs would include camera examples and the author's own work.
4) A textiles guide with sewing machine instructions, project ideas and
Proposal
The document is a proposal for a booklet providing information on dog breeds to help people choose the best breed for them. It will use the writer's knowledge as a dog owner to write the information in an appealing way for readers. Inspiration will come from existing dog magazines and booklets on layout and style. The target audience is UK residents aged 20 and over who are considering or currently own a dog in socio-economic groups C1-D. The booklet will use an informal yet informative style with bright colors, different fonts for titles and text, and hand-drawn images of each breed to match the casual theme.
1st focus group
Royal Canin is a pet food company that was founded in 1967 and produces dog and cat food tailored to each breed's specific nutritional needs. It first introduced diets for large puppy breeds in 1980 and was the first to recognize different nutritional needs based on dog size in 1997. Royal Canin created the first breed-specific cat food for Persians in 1999. The company was sold to Mars for 1.5 billion euros in 2001 and is now based in the U.S.
Evaluation
The researcher conducted initial research on the Royal Canin brand by gathering its history and information on existing products. They created questionnaires and held a focus group to get feedback on the current logo. Participants said the old logo was bland and did not convey what the brand sold. The researcher then gathered data from the questionnaires and focus group to help plan rebrand designs, focusing on keeping the color red while making the brand look crisp, clean, and stand out more. Through practicing Photoshop skills like the pen tool, the researcher developed effective pre-production and refined designs based on peer and tutor feedback. The final logo was tested in a second focus group and found to better convey the pet food market and be more appropriate and effective for
Focus group 2
Royal Canin was re-branded by Samuel Preston because the old logo was bland and did not convey that it was a pet brand. Initial research involved paper questionnaires to understand how people viewed the brand and focus groups to get opinions on the logo. The old logo is shown along with the final logo, business card, and letterhead designs from the re-branding project. Samuel invites any questions about the new designs.
Evaluation
The researcher conducted initial research on the Royal Canin brand by gathering its history and information on existing products. They created questionnaires and held a focus group to get feedback on the current logo. Participants said the old logo was bland and did not convey what the brand sold. The researcher then gathered data from the questionnaires and focus group to help plan rebrand designs, focusing on keeping the color red while making the brand look crisp, clean, and stand out more. Through practicing Photoshop skills like the pen tool, the researcher developed effective pre-production and refined designs based on peer and tutor feedback. The final logo design incorporated elements suggested in focus groups like paw prints and images of cats and dogs to better communicate and appeal to
Research Summary
Royal Canin is a company founded in 1967 that produces tailored dog and cat food for different breeds and sizes. They produce foods under categories like breed health nutrition and lifestyle nutrition. The company conducted market research including questionnaires and a focus group to understand public perception of their branding. Most respondents liked the red color but did not recognize what the company produced from the logo alone. This research found that while the target audience of pet owners was large, Royal Canin's brand was not widely recognized. The rebranding will aim to make the logo more prominently communicate that it is a pet food company through elements like incorporating an animal image and redesigning the unclear crown symbol.
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Evaluation
The document describes research and rebranding work done for the pet food company Royal Canin. Initial research included learning the company history and gathering feedback from questionnaires and a focus group. The focus group said the old logo was "bland" and did not clearly communicate what the brand sold. New logo designs incorporated elements suggested in feedback, like a clearer crown image. Further feedback was gathered via additional focus groups and surveys. The final logo design incorporated a line drawing of a cat and dog with the brand name in red font, and testing showed it better communicated the brand's target market compared to the old logo.
Research
The documents provide information from various sources on dog breeds. The Kennel Club pages discuss the histories and traits of German Shepherds, Labradors, and Dachshunds. Videos from the TV show Dogs 101 provide details on grooming needs, trainability, and suitability for children for various breeds. Additional sources include a Secret Life of Dogs TV show that shares dog facts and stories, as well as websites that fill in knowledge gaps for Chihuahuas and Dalmatians. Pictures from magazines and online provide ideas for laying out content in a booklet format.
Research
The documents provide information from various sources on dog breeds and care. The Kennel Club pages describe the history and traits of German Shepherds, Labradors, and Dachshunds. A Dogs 101 video discusses grooming needs, trainability, and other traits of Dalmatians. Another video provides tips on training and health issues for Bulldogs. A Secret Life of Dogs show shares facts about canine behavior and stories of assistance dogs. Images from dog magazines and videos can inspire the layout of an informational booklet on dog breeds.
Written Draft Copy
Dogs have a long history of domestication by humans. They come in over 400 pure breeds that vary greatly in size, from Chihuahuas to Great Danes. Dogs are highly social and form strong bonds with humans. They can understand human gestures, read human facial expressions, and consider human perspectives. Various stories show how individual dogs demonstrate intelligence, problem-solving skills, and devotion to their human companions.
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Royal Canin is a pet food company that was founded in 1967 and produces dog and cat food tailored to each breed's specific nutritional needs. It first introduced diets for large puppy breeds in 1980 and was the first to recognize different nutritional needs based on dog size in 1997. Royal Canin created the first breed-specific cat food for Persians in 1999. The company was sold to Mars for 1.5 billion euros in 2001 and is now based in the U.S.
Evaluation
The researcher conducted initial research on the Royal Canin brand by gathering its history and information on existing products. They created questionnaires and held a focus group to get feedback on the current logo. Participants said the old logo was bland and did not convey what the brand sold. The researcher then gathered data from the questionnaires and focus group to help plan rebrand designs, focusing on keeping the color red while making the brand look crisp, clean, and stand out more. Through practicing Photoshop skills like the pen tool, the researcher developed effective pre-production and refined designs based on peer and tutor feedback. The final logo was tested in a second focus group and found to better convey the pet food market and be more appropriate and effective for
Focus group 2
Royal Canin was re-branded by Samuel Preston because the old logo was bland and did not convey that it was a pet brand. Initial research involved paper questionnaires to understand how people viewed the brand and focus groups to get opinions on the logo. The old logo is shown along with the final logo, business card, and letterhead designs from the re-branding project. Samuel invites any questions about the new designs.
Evaluation
The researcher conducted initial research on the Royal Canin brand by gathering its history and information on existing products. They created questionnaires and held a focus group to get feedback on the current logo. Participants said the old logo was bland and did not convey what the brand sold. The researcher then gathered data from the questionnaires and focus group to help plan rebrand designs, focusing on keeping the color red while making the brand look crisp, clean, and stand out more. Through practicing Photoshop skills like the pen tool, the researcher developed effective pre-production and refined designs based on peer and tutor feedback. The final logo design incorporated elements suggested in focus groups like paw prints and images of cats and dogs to better communicate and appeal to
Research Summary
Royal Canin is a company founded in 1967 that produces tailored dog and cat food for different breeds and sizes. They produce foods under categories like breed health nutrition and lifestyle nutrition. The company conducted market research including questionnaires and a focus group to understand public perception of their branding. Most respondents liked the red color but did not recognize what the company produced from the logo alone. This research found that while the target audience of pet owners was large, Royal Canin's brand was not widely recognized. The rebranding will aim to make the logo more prominently communicate that it is a pet food company through elements like incorporating an animal image and redesigning the unclear crown symbol.
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Focus group 2
- 1. Royal Canin Re-Brand By Samuel Preston
- 2. Why I Re-Branded Royal Canin? • It’s not a well known brand. • Nobody knew what Royal Canin was just from the logo. • The logo was bland & no one found the brand aesthetically pleasing to the eye. • It had no connotations of pets. • Had Connotations of an upper class brand.
- 3. Initial research conducted. • Created 20 paper questionnaires: I wanted to know how the brand looked, what they liked / disliked, their basic knowledge of the brand and the audiences demographics. • Conducted a focus group with 20 people: I ask their opinions on the Royal Canin logo and their thoughts to it. • Conducted my own research: I wanted to have a background of the brand and their existing product line.
- 4. This is the old logo before my re-brand
- 5. Final three logo designs
- 6. Final four business card designs
- 7. Final two letter head designs
- 11. Any Questions about my designs?