droolly
An exercise in branding and product design based on the needs of modern pet owners.
What
“droolly” is a fictitious pet product brand that provides easy access to high-quality branded products that are shipped straight to your doorstep. “droolly” ensures their quality, service, and affordability by cutting out third-parties by handling their own production, packaging, production, and shipment.
Why
For a branding design elective, we were partnered up and asked to brand each other’s start up business idea. My partner wanted to pursue an all-inclusive pet product brand due to their personal experience with stressful, last minute trips to pet stores and desire to find an automated way to receive pet supplies.
How
One of the most important steps for this project was to get a solid understanding about what the business provides the customer and how the business system works. To figure this out, I came up with a list of open-ended questions to ask my partner and recorded their answers as completely and accurately as possible.
I looked into competitors such as BarkBox and Chewy to research how their business operates, what their branding looks like, and potential opportunities for improvement. This information was organized into an initial presentation listing key words and reference images that described each competitor. Additionally, I included potential mood boards containing different brand directions that this fictitious company could follow. My partner provided feedback on what aspects they liked and disliked about the mood boards, and it gave me a direction to get started with.
The start-up’s name, “droolly,” stems from the idea that pets would drool over the quality products, and their owners would drool over how easy and simple the monthly pet supply delivery process would be. The double “O”s and double “L”s provided an opportunity to include a pet’s face within the logo mark which represents how pets are always the number one priority when thinking about the business.
To pair with the playful typography used in the logo mark, droolly’s brand utilizes bright, bold colors and endearing illustrations of pets to reinforce their commitment to quality for both pets and their owners. I felt it was important to create various mockups of relevant pet products as they serve as the main draw for potential customers.
After completing initial mockups of the website and products, I presented droolly’s brand to my partner, and I received a lot of helpful feedback that I made sure to incorporate. Some changes include paw print pattern variations and color adjustments. The final mockups and brand overview materials were combined into a brand guidelines PDF for submission.
