DESIGN FOR

BRANDS
Swarali Shinkar | UG4 | Sem 7
OVERVIEW
Background

Pets have become an important part of many families,

providing emotional support and a sense of pleasure to their
owners. This has shifted the industry's perspective from pet
ownership to responsible pet parenthood, which has
influenced caregivers' roles and the life quality of pets.

The constrained lifestyle and move to WFH (work from home)

has led to a spike in the number of pet adoption is expected
in such a scenario, mostly to provide mental support and
assistance.

As a result of this expanding trend, Indian customers have

begun to adopt dogs and treat them as family members.
Market Growth

The Indian pet care sector is on the rise, with retail value rising from US$ 347.23
million in 2019 to US$ 498.44 million in 2021. By 2025, the industry is expected to
have grown at a CAGR of more than 19%

According to the report entitled “India Pet Care Market Outlook, 2025”, the Indian
Pet care market is expected to reach INR 5457 crore by the end of the year 2025

In order to gain the attention of the pet owners, the brands have adopted the
strategy of premiumisation. Now they are making premium products for the pets
and targeting the intuition by introducing their pets as their family member

"Pet parents" are increasingly concerned about the health of their pets. And that
they're willing to spend money to maximize the health of their furry friends.

Industry Trends

The pet industry has traditionally been made up by handful of product categories: Food,
Toys, Beds, Leashes, Hygiene, Pet grooming but we're starting to see significant amounts
of innovation in pet product R and D such as launching new pet care categories like pet
wipes, pet toothpaste, et

Pet Owners Prefer Natural Food Brands- Focusing on factors that human owners tend
to look for in their own food, like organic ingredients and omega-3 content

Groups of pet owners are willing to buy relatively expensive high end products for their
pets, which ahd led to more luxury brands and companies putting out luxury products

Pet food brands gaining market share via niche pet foods by introducing categories like
freeze dried dog food to extend its shelf life, raw dog food, keto pet food, etc

COMPETITION
Wiggles

Positioning
To introduce transparency associated
with costs, medication, nutrition, and
wellness options across the pet industry.

Communication
Varied, playful, friendly and reliable

Products/ Services
Pet health supplements, subscription
box, grooming, training, boarding
Pet Home grooming

Positioning
Positioned as at home, available to your
doorstep, convenient grooming services.

Communication
Clinical, to the point and informative

Products/ Services
Dog grooming treatments, spa packages

Vet Co

Positioning
Positioned as at a one stop website which
offers links to several services

Communication
Simple, easily accesible, high quality products

Products/ Services
Positioning Links to:

Dog Grooming, Dog Training, Vet Services

Cat and Dog Food, Pet Accessories from

various brands

Petsfolio

Communication
Accessible, friendly, bright

Products/ Services
Walking, grooming, Training, Boarding,
Security and Patrol, Dog for stud, Auto
food delivery

Positioning
Competition Mapping

Restrictive

PETS HOME

GROOMING Clinical/

Friendly/

Approachable
WIGGLES Knowledge based
VETCO

PETSFOLIO

Extensive
Key Insights

Brands have an inclination towards providing extensive options for particular breeds

Only a few brand have their own product ranges used for grooming

Almost all brands are vet approved

Most of the brands provide pet food but non of those provide guidance regarding

nutrition required by your pet.

BUILDING THE BRAND

Root strengths and Benefits

website and a large team of scheduled at home pet teams of trained

passionate team
Root Strengths
application to book professionals checkups care service professionals who truly cares

appointments and vets and grooms about your pet

tracking history access to great hassle free time saver for multiple services gentle handling
Benefits
and needs of pet
vets that might pet care working pet under one roof with pets,

have been out of parents making them

your travel zone feel at ease

PROBLEMS SOLUTIONS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CUSTOMER SEGMENTS
It’s tedious to keep track of all of your A platform where we provide vet visits
We keep track of your pet’s medical All the services that are being provided Pet Parents

pet’s requirements from time to time.

and all corresponding services such as
history needs and likes to come up with a
, , are 100% home services. Animal Shelters

Tough to find and manage lots of grooming training and required

custom schedule of vet and grooming Adoption entres / Organisations
,

different services.
products such as food shampoos toys We have several dedicated teams of C

visits as well as send reminders and offer

, , ,

Pets many a times hate hospital/ medicines etc. at your doorstep.

,
professionals who are the best in their
food and medicine subscriptions to take
,

groomer visits because of past trauma field as well as an admin team working
,

the hassle out of owning a pet. behind the scenes to keep them in the
/ stress.

Training centres can be intimidating loop about your pet’s history and needs
We offer all the at-home services under
for pets.
to carry out seamless services.
one roof which is time saving and
,

Working pet parents have fixed effortless for you. Our staff is driven by our passion and
windows of time when they can take KEY METRICS love of animals.
their pets to visits.
Number of appointments booked
EARLY ADOPTERS
Scheduling and tracking several visits Number of memberships
HIGH LEVEL CONCEPT Working Pet Parent
can be tricky.
s

Daily website visits and app An essential all-rounder guardian for

downloads
your pet CHANNELS
Owners whose pets are scared/
EXISTING ALTERNATIVES Reccommendation through word of Websit e

unable to leave their home/ travel

Pet Home Grooming
mouth App
Petfolio

Wiggles

Vet Go

Vetco

COST STRUCTURE (Fixed Costs) (Variable Costs) REVENUE STREAMS

Development of Website and app.

Transport osts Services and Delivery
C ( )

Paid Promotions on Social Media Handles Service

Branding
Advertising/Promotional osts

C
Costs


Employee Salaries
Basic Grooming Supplies
Product osts

Tools and Supplies

Treats
Subscription Plans

Office Spaces
Material for Manufacturing and Shipping Membership Pla n

Manufacturing

Lean Business Model

CONSUMER UNDERSTANDING
Ideal Consumer

They are responsible parents who want to pamper their pets

and provide them with the best quality of life. They might not be

home all the time so they would like to spend as much quality

time with their pets playing and having fun instead of going out

to the vet and groomers.

They are animal lovers and like spending time with their fur

babies. They dislike scheduling appointments and long waiting

hours at the vet clinic.

Survey Questions
Apart from the personal information, the Name and gende
questionaire consisted of pet parents’ experiences
Ag
about the services they have used before.
Contac
Where do you stay? (city
How many pets do you have? Which breed
How long have you been pet parents/owners
How often or how long is your pet home alone
Where is your pet when you are not at home
How long do you spend time with your pet daily?

Have you opted for an online grooming/pet sitting/

training/walking service?

How was your overall experience?


What did you like about the experience?

What did you dislike about the experience?

Does your pet like being groomed (at home or at the vet)?

How often do you have to groom our pet?

Results

Grooming Vet Visits Pet Sitter Walker Trainer

65% take their pets to 95% take their Only 18% have had 87% dont have an 78% trained their

groomers pets to vets experience with pet experience with pet pets at home or

regularly sitters walkers dont opt for a

Just 31% pets find it trainer.

comforting
Nearly 50% pets There was a mixed

are scared to go response about the The ones who had,

On an average a grooming
Rest of the parents

session is required every 2 the vet experience with found them quite
have a positive
sitters up to the mark.
weeks or a month
opininon about the

trainer and the

Majority parents
Some concerns service.

have to manage
included pets anxiety,

The only drawback for

their pets
fear of ill- treatment,

majority audience was the

(especially dogs)
thus pets throwing

hassle to take the pets and

when they are on
tantrums

the lack of organiz ation.

their vet visit
Insights

Most of the pet owners said that they need to groom their pets once every two weeks

at home and avoid going to vets or grooming centre

Most of the pet owners said they have to give their pet treats or use any other ways to

calm their pet down while going to the vet or grooming

Pet parents based in Pune hardly call a service or groomers for their pet

The travelling, long waiting times, and communal areas are what is most disliked about

the vet and grooming experience.

Some pet owners feel like services like pet grooming or pet sitting are expensive and

non-essential respectively

Pets are home alone almost never or for a really short amount of time, thus the need of

pet sitting doesn’t arise.

 SPECIFIC PROBLEM STATEMENT

New pet parents are typically not aware about the

general care needed by their new furry family member’s
health and hygiene.
OUR BRAND
BENEFITS ASPIRATIONAL PERSONALITY
Keeps you educated about species appropriate feeding IMAGE Health and wellness driven

and assist you with personalized healthy diet choices.

(promoting pet humanization and holistic
A brand that helps to
Helps you plan and track your pet’s needs effortlessly health for your pets.)
and provides organic products.
establish conscious
Save money on veterinary bills.

connection with ur pet

by promoting holistic
health and wellness.

Primary:
Secondary:
Informative, natural and organic,
New pet parents
Health conscious pet parents responsive, holistic

TARGET AUDIENCE VALUES

BRAND
COMPASS
COMPETITION ROOT STRENGTH
Pets folio
Formulate a customized nutrition plan.

Pets home grooming

Informative in terms of health and hygiene of
Wiggles
your pet. Regular health checkups, vaccination,
Vet co
and grooming sessions.

New pet parents

are typically not
aware about the
The brand guides the new pet parents to take good care general care needed
of their pets by providing holistic health and wellness by their new furry Licensed, Professional and passionate team of
services. The brand also emphasizes on the use of family member’s nutritonists, vets, groomers and trainers.
natural and organic products. health and hygiene.
REASON TO BELIEVE
DIFFERENTIATOR INSIGHT
 Rational
regular diet and grooming specially formulated
Benefits plans by vets and holistic health and

Brand Blueprint
nutritionists wellness services.

monthly magazine daily

regarding pet care reminders
Detailed insight about and facts Brand personality
the brand natural
nourishing track of
comprehensive your pets
guidance about medical
pets health and history and
hygiene diet plans

Brand essence genuine

Brand holistic
holistic, natural and
attributes local pet care

stress free pet

transparency parenting
approachable responsible

knowledgable

personal care hassle free

service

people and resources to

Emotional provide support and
ease anxiety
Benefits
Target Audience

DEMOGRAPHIC PSYCHOGRAPHIC
New pet parents
anxious

(Primary)
enthusiastic

Health conscious pet loving

parents
responsible
(Secondary)

Age group- 24 to 45

Middle class to Upper class

Brand Story

The concept of eating naturally, and local, isn't just for people
anymore. Now pet owners are jumping aboard the organic trend
to feed their dogs the absolute best.

Considering the individual needs of dogs our brand aims to

educate customers on species-appropriate feeding and to assist
with healthy diet choices supported with specially formulated
fitness and grooming plans.

Brand Snapshot

WHY HOW WHAT

Pet parents now-a-days are Providing comprehensive A brand that helps to establish
concerned about maintaining the guidance about pets health and conscious connection with your
health and hygiene of their pets hygiene with specially formulated pet by promoting holistic health
and new pet parents are diet, fitness and grooming plans. and wellness.
frequently not aware about the
general care needed by their pet.
VISUAL APPROACH
 Nomenclature

Fit Fur
Other options- Treat right, Healthy paws,

Wagging delight, The perfect tails, Wag well, Fit paws

Logo Explorations
Logo Construction

The negative space created between the letters r and t symbolizes your furry friend,

making it a memorable identity which people can quickly associate with. Usage of ligature

fi adds on to the simplicity of the logo.

use of negative space

Colour

The colour palette is intentionally small in variety so as

to not dilute the brand visuals which adds confusion.

#23A649 #FFC35F

#FFFFFF #212121
Logo Colour variations
Typography

Display typeface

HEALTHY DOGS ARE

Obviously
Demo
ABCDEFGHIJKLMNOPQRSTUVWXYZ

HAPPY DOGS
abcdefghijklmnopqrstuvwxyz
Typography

Body text
Fitfur helps to establish conscious
connection with ur pet by promoting holistic
health and wellness.

We provide comprehensive guidance about

Obviously your fur’s health and hygiene with specially
Regular formulated diet, fitness and grooming plans.
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
Typography

Accent Typeface
Visual Style

Simple yet character

based line
illustrations

Use of solid coloured

shapes with black stroke
Photography

Use of pngs to maintain

the simplicity
DELIVERABLES
Touchpoint mapping ZMOT-

promoting ads on various articles, blogs about

pet health, nutrition, wellness

SMOT
monthly theme based magazin

FMOT-

packaging for customized fresh Website homepage displaying various

food bowl subscription plans

reminder stickers, warning stickers

eg. always keep windows, doors shu

UMOT
infographic posters for what to not
reward points animation- earn treats for
feed your pets, pet behaviours

your pet
complimentary birthday gifts, freebies and
treats
Business stationery
Business stationery
Advertisement banner
Website ad banner
Monthly magazine cover page
Monthly magazine cover page
Monthly magazine inside spread
 WHAT’S IN JOJO’S
BOWL TODAY...
Beef Live
Pork Hear
Chicken Eg
Sardine
Oysters (steamed
Zucchini
Hemp Heart
Supplements
Fresh food Bowl
 We have sent you an email at [email protected].

Click on the link mentioned in the email to complete the transaction.

Website
 FOR ALL YOUR

FUR NEEDS!

Merchandise
 NK Y O U
THA

Merchandise