Scout
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Scout is a coalition of people from around the country who work together to produce healthy and nutritious jerky for dogs. They make a specific jerky flavor for every season.
BRANDING
Research
This company is very nature based and heavily into the environment. So the logo should reflect this company’s tie to nature. Including a reference to dogs would also be important.
Sketches
Iterations
I did lots of experimenting with slab serif typefaces like Vacer. However I thought that the slab serifs were to cliché for the company and almost a dead give away. This being the case I started to work with hand drawn elements to give it a unique feeling. At first just making the “M” or “T” unique but soon after I started to make the whole logo have a hand drawn feel by making every letter like the previously mentioned letters.
Final Logo
The logo for Scout is to resemble a paw; the paw has four toes, each one representing a different tribe or group of people that contributes to this product. The green color also gives the company a nature or natural vibe.
PACKAGE DESIGN
Research
For the packaging of these dog treats I want to show what animal the treats are flavored from. I also think it is important to put a focus on the healthy and all natural side of these jerky treats. Conveying a “tribal” feeling might be a good thing to consider as well.
Dielines
Final Packaging
The packaging for Scout is intended to show which animal the jerky is coming from, the animals being salmon, deer, moose and buffalo. Each of these has a 3-month season in which they are sold. For each season there is a different flavored treat. The most dominant feature on the packaging is the illustration of the seasonal animal. I went with a tribal type of design to communicate that people of Indigenous heritage make this product. It should also be noted the emphasis put on the healthy and natural way the products are made.
OTHER PRODUCTS
These additional assets are things the company could expand to if and when jerky becomes stale or the company gains more traction in the market. The assortment of other foods like wet and dry are things that the company could also produce. The packaging design of these products is similar to the jerky bags featuring an illustration and similar color scheme. They could possibly accompany the treats in a package like deal. The other more hygiene products aren’t out of the realm of possibility for a pet company like this as well. The shampoo like products have a look and feel closer to the over all brand of the company, i.e. the dark green and muted patterns.
POSTERS
The posters are designed to be very similar to the package design; they have a dominant emphasis on the animal illustration. They convey the same nutritional info as the packaging. They would be used to advertise the upcoming flavor of the season.
