Pet wipes have experienced a significant increase in demand as exemplified by the 40% growth in Google searches over the past five years. This corner of the industry doesn't seem to be slowing down. As the number of pets grows yearly, so does pet owners' desire for premium products to keep their furry friends as healthy and clean as possible.
Blue Door saw an opportunity for reliable and premium pet wipe products. So with that, Roary was born. Roary is a conceptual brand that illustrates how pet wipe brands can elevate their identities and packaging to provide the premium experiences that pet owners are demanding.
Blue Door was tasked with breaking into the pet industry by developing three comprehensive brand concepts for Roary, a premium pet wipes company. The concepts included the brand name, inspiration moodboards, logos, typography, colour palette, photography direction, social media content pillars, and marketing application mockups.
The Name
The name Roary was selected for the brand because it is gender-neutral, it mimics the sound made by felines, and it follows the trend of giving pets human names. Roary is a memorable name that adds an elite tone to the brand.
Concept A
Concept A emotes common emotions that pets evoke such as happiness, excitement, and playfulness. With bold primary colours and round organic typography, the brand looks to establish itself as friendly, fun and dynamic.
The custom-made wordmark illustrates a tail and eyes of an animal in a youthful application - generating an emotional connection between the customers and the brand. An animated 3D logo was developed for web and social usage.
Concept B
Concept B focuses on creating a luxurious lifestyle brand. With a warm colour palette, the brand positions itself as reliable, warm, and friendly. The white space between the ‘R’ and ‘Y’ of the logo was modified to create the shape of a dog which lends itself as a secondary graphic element.
Concept C
Concept C emphasizes the eco-friendly aspect of the brand. The neutral colour palette uses natural and vintage tones that gives customers a sense of trust and familiarity. The letters in the wordmark are manipulated to reflect organic shapes found in nature to communicate the brand’s environmentally friendly positioning.
The organic illustration of Roary personifies the brand’s personality and provides a mascot for the brand. This adds dimension and unlimited application use for marketing and packaging purposes.
