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    • PREMIUM
    DOG BEDS

    [ re-branding ]
    berlin brands group
    Brunolie Dog Beds
    04-06/2021

    Re-Branding and Marketing Brand Building, through a Scaleable Brand Design System and CI Brand Grafik Assets

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    Situation

    TAsk

    Actions

    Results

    Starting a Project doesn't starts with Design,it starts with defining the Vision.

    • 01 - Vision: - Brunolie GmbH is a German company that specializes in pet products, particularly focusing on ergonomic and orthopedic pet beds for dogs and cats.
    • 02 - Value: - Their products are designed to offer comfort, support, and quality, often using memory foam or orthopedic foam to help promote joint health, especially for older or arthritic pets.
    • 03 - Mission: - the product range offers 12x beds, 4x colour variations and 5x sizes, translated in 5 different languages. All linked to a specific SKU.
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    Strengthen brand identity and recognition. To reposition Brunolie as a premium, pet-wellness brand.

    • 01 - Brand CI - enhancing the visual identity and messaging of its dog beds, emphasizing orthopedic comfort,sustainable materials.
    • 02 - Market Fit: - High-quality products and comfort at affordable prices.We aim to offer our customers a holistic product experience at all brand touchpoints
    • 03 - Mission: - The well-being of your four-legged friend is the focus of our product range.
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    With a Brand Audit we Investigate all Brand Assets.

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    To scope the project properly, we need to create a brand audit style overview.

    • 01 - Brand CI:
      define colours, font: chatamaran, icon style, info grafics, comic style but premium look. photograhphy should- refelect warm visual mood
    • 02 - Product Size:
      - dog size should match product size and meassurements, different dogs should reflect that
    • 03 - Use Cases:
      - The target audience includes health-conscious pet owners aged 25–55. The concept applies primarily to indoor use,
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    We have to go deeper into the understanding of the Customer and there Desire.

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    I gathered Qualitative Data, to vote about the concept and direction.

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    The Concept for the Grafik deliverables is clear. Now we Explain the trait offs, ..

    ..tell what to skip and what to focus, and Why Instead of doing an 'ok job' of everything, do a job of a few things well. Decide and keep working. 30min for every expert opinion involved: dot vote (check arrow)

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    We took a few sprints of explorative Research and Ideation..

    I set up a naming convention and size classification. We identified, that products are not well classified in its size and meassurements and dog representation. We investigated mainly on research, exploration and ideation and final matching: of dog visuals + icons + size meassurements.

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    Standard features like star ratings and badges could we source from the existing library.

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    We took the extra mile to scaleability, consistency and efficiency..

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    Key Takeaways

    [+] That project was very short time boxed and I couldnt deliver all product files as planned. After investigating on the problems arised during the work, I discovered some unknown risk areas: like that project masterfile was delivered after my conept phase, and that script wasnt useable for the complexity of the grafics included.

    The planning and strategy starts and fails with getting the “Inventory” right. I frame it as UX AUDIT - BRAND AUDIT, getting all necessary brand assets delivered and proofing files of every product takes time (at least 4 days), to give a proper definition of the scope (items, colours,size). We worked very agile and included feedback calls and course correction. It lacked trust and commitment from company side. Overall a very complex project. Which needed extra care, in sorting delivered files and excel sheets, which caused lots of extra work.

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