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    Purina One Sponsored Project at Art Center College of Design in Pasadena, CA. Brief: Develop a strong brand for both of Purina One's subbrands, … Read More
    Purina One Sponsored Project at Art Center College of Design in Pasadena, CA. Brief: Develop a strong brand for both of Purina One's subbrands, SmartBlend and Beyond, with sustainability as the top priority. The SmartBlend brand has a lot of essential vitamins and oils that are healthy for your dog. The Beyond brand is natural and uses whole and healthy ingredients for a well balanced life. We gathered research including surveys and countless interviews at the dog park. We visited all the pet stores we could find in our vicinity to see the market environment and the interaction between the pet owners and the products. We visited friends who had dogs to see how their feeding rituals. We did this in order to assess the whole user experience and gain the best insight we could. We came to the conclusion that transparency is the most important aspect to a brand, especially if it's something as important as feeding your dog. In our rebrand, we strived for clear visibility in what the product has to offer. We felt that it was important to show a more visual representation of what the product is, so we had a photoshoot and arranged the ingredients in ways that represented both the Beyond and SmartBlend brands. As for the packaging itself, we proposed polypropylene instead of the PLA they currently use. Polypropylene is a highly recyclable material and switching to it will also reduce carbon footprint. PP uses less water, crude oil, and power to recycle than PLA. We also proposed that it comes in vacuum formed so that it saves space in shipping and is easier to carry. For wet food, we proposed that instead of steel canning the food they come in tetra paks as they save more space and it takes less crude oil and power to recycle. This project was featured in the student gallery. Student collaboration with Rachel Choung, Tianyi Sun, Bin Zhang, Kenneth Chan, and Kyle Schenone Art Direction: Kyle Schenone Course: Packaging 3 + Design for Sustainability 2 Instructors: Gerardo Herrera + Dice Yamaguchi Read Less
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