ANDREW SCHMOLL
ANDREW SCHMOLL
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Rawsome: Pawsitively Pure, Purrfectly Raw
Rawsome: Pawsitively Pure, Purrfectly Raw
Research Question
I will explore the reasons why cat owners are not feeding a raw diet to their cats. I will then develop solutions and content to help cat owners learn about raw diets.
Project Overview
I work in pet retail and notice many trends. Over the last couple of years, I’ve seen a growing interest in feeding raw diets to dogs but not cats. So, I investigated the reasons for why owners were not feeding a raw diet to their cats. I discovered that a good portion of cat owners had no idea what raw diets were and, in some cases, didn’t know enough about raw diets to make a conscious change. Additionally, some owners didn’t know how to start making the switch.
Branding / Packaging Design/ Poster Design
Audience/Users
Audience/Users
My audience is cat owners looking to switch to a better food option but have no clue how to start or what products to get. My ideal users are cat owners with no budget restrictions and cats that haven’t expressed signs of food imprinting.
Process Overview
Process Overview
I researched the benefits of raw diets for cats as well as cat physiology to better understand the benefits.
I researched common cat illnesses and how raw diets can apply to those conditions.
I investigated other existing raw cat food brands and analyzed what they were doing differently and how they set themselves apart from their competitors.
I investigated other existing cat food brands and examined how they were educating their audience.
I conducted a personal experiment with my cats and compared my findings with my research to rule out any extreme claims of anecdotal evidence.
I developed several iterations of possible branding and with the help of my mentor narrowed it down to my final selection to apply to my deliverables.
I developed the packaging for the goat milk, raw meats, as well as the cutting board.
I developed an informational poster to help cat owners understand the difference between kibble and raw.
I developed educational content for the Instagram page so that my audience could easily access it as well as get in an easy-to-understand format.
Solution components
Solution components
I designed the following components as part of my solution:
Raw Fermented Goat Milk
Raw Fermented Chicken
Raw Fermented Salmon
Instagram Page
Informational Poster
Raw Cat Food Cutting Board
Success Criteria
and My Solution
Success Criteria
and My Solution
After my design process, for my solution to be a success, I know it needs to:
Inform the audience (cat owners) of the benefits of raw diets for cats.
Make artifacts/deliverables that use a new approach to cat food branding.
Present a different way of understanding raw diets for cats to cat owners.
Ensure my deliverables are cohesive with the help of the branding I’ve established.
Ensure my social media deliverable includes educational content for my audience.
DESIGN CRITERIA 1
DESIGN CRITERIA 1
Inform the audience (cat owners) of the benefits of raw diets for cats.
Inform the audience (cat owners) of the benefits of raw diets for cats.
I created an Instagram page that contains informational posts that educate the audience of the benefits of a raw diet. I included pinned reels that bring attention to the benefits of a raw diet. Also, each post provides additional information about raw diets.
DESIGN CRITERIA 2
DESIGN CRITERIA 2
Make artifacts/deliverables that use a new approach to cat food branding.
Make artifacts/deliverables that use a new approach to cat food branding.
I created packaging designs that utilize a greyscale design with some pops of color. The low contrast figures utilized on the packaging also follow the greyscale design method as well to make the products easily identifiable. I also created a cutting board that is easy to use and understand.
DESIGN CRITERIA 3
DESIGN CRITERIA 3
Present a different way of understanding raw diets for cats to cat owners.
Present a different way of understanding raw diets for cats to cat owners.
I created an Instagram page with simplified information about raw diets to help cat owners understand the benefits easily. I also created an informational poster that calls out the biggest difference between raw and kibble. The Instagram content helps the user understand why the differences matter.
DESIGN CRITERIA 4
DESIGN CRITERIA 4
Ensure my deliverables are cohesive with the help of the branding I've established.
Ensure my deliverables are cohesive with the help of the branding I've established.
I created branding that help keep my deliverables cohesive. I utilized a simple color palette along with my typefaces to easily apply to all my deliverables. I established a simple low contrast design for the figures I used to further that cohesion.
DESIGN CRITERIA 5
DESIGN CRITERIA 5
Ensure my social media deliverable includes educational content for my audience.
Ensure my social media deliverable includes educational content for my audience.
I made sure that every post on my Instagram page includes informational bits for the audience to learn from. I made sure to include pinned reels that callout my other deliverables and explain their benefits too. I pinned the reels to ensure whoever visits the page sees those post immediately.
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