Behold Dogzilla
The dawn of chew toys now has a new name.
Client wanted to explore a brand new product line in the chew toy category. Exclusively design for heavy chewers, with canines meeting their match with this tough dog toy! The Dogzilla concept features a revolutionary new process that infuses protein into rubber which makes for a very attractive dog toy. These tough rubber toys will exercise your pup’s jaw muscles and the shapes will allow dogs to hold onto them while playing and chewing. Classified as a tough toy for those aggressive chewers.
What They Do
Petmate, a leading manufacturer pet care products company. The company offers bedding products, collars and leashes, feeding and watering products, grooming and bathing products, kennels and carriers, shelters, toys, travel products, waste management products, replacement parts, adapters, and accessories for dogs, cats, and birds. It serves customers through a network of retailers in the United States and internationally, as well as via online.
Background
Define the DOGZILLA brand through re-imagined positioning and brandmark identity. Create DOGZILLA brand presence for consumers through packaging updates and social media. Petmate is the worldwide leader of products in the pet industry, committed to providing fun, trusted, quality products to enhance the lives of pets and their families. A little rough around the edges and full of rugged fun, he is that irresistible rascal. Sound familiar?
Dogzilla® toys are built for dogs with a need for engagement and that undeniable spunk. Our variety of chew, fetch, tug and treat toys will match their energy and lifestyle. Geared for dogs who thrive on a challenge, we’ve equipped many of our Dogzilla toys with ridged textures and treat-hiding crevasses made from natural rubber.
After unleashing the beast in a game of tug, unwind with a nice walk. Dogzilla collars, leashes and leaders sport sturdy rubber grips to allow you to keep him on the straight and narrow. Afterward, you can rest easy knowing your dog is comfortable on his Dogzilla bed clad in premium Rip-Stop fabric and double-stitched seams. From playtime to nighttime and all the walks in between, Dogzilla has your dog covered.
Discovery Session
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Define the DOGZILLA brand through re-imagined positioning and logo
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Create DOGZILLA brand presence for consumers through packaging updates and social media
Brand Character
- Fun and approachable
- Communicates tough appearance and durability of the product
- Plays off the stylized monster aesthetic of the toy line
Design Details
- DOGZILLA character to represent the brand
- Digital ecosphere that builds the brand
- Potential consumer promotions to create consumer excitement
- Tone and Voice direction for the brand
