BFF Pet Accessories
Identity / Digital / Strategy
Strengthening Brand's Presence in the market with a new product launch
Role
Brand Designer & Graphic Designer
Duration
6 Weeks
Design Goal
​​To strengthen BFF’s Pet Accessories brand presence in the market by creating an engaging brand campaign that promotes BFF’s new line of Energetic, Natural, Eco-friendly and durable dog toys and accessories
Client Overview
BFF Pet Accessories manufactures and sells pet accessories such as dog toys, collars, beds, and water bowls. The pet accessories market is very competitive, but the profit margins are appealing.
Scope of Work / Deliverable(s)
To craft three digital assets showcasing BFF’s new dog accessories product line:
1. Social media posts,
2. A promotional headers for email marketing (EDM), and
3. A landing page.
COMPETITOR ANALYSIS
Market Positioning Analysis
I conducted a competitor’s market positioning analysis by plotting their main competitors on a perceptual map as shown on Diagram 1. This helps BFF to understand our competitive landscape to help shape BFF’s brand’s personality and attributes through identifying unique opportunities and strategic position.
​
Key Findings:​​​
-
Competitors market positioning are mostly spread across the left bottom and top and right top quadrant.
-
Potential opportunities for BFF to line up their brand strategy for the upcoming product launch to be trendy and ethical.
Competitor Design Analysis
Key design issues identified in the competitor's assets:​
​
-
Poor Hierarchy and Text Sizing: Ineffective use of text hierarchy and inconsistent text sizes
-
Colour Overload: Excessive use of colours, leading to a cluttered design
-
Insufficient White Space: Inadequate use of white space, resulting in a cramped layout
-
Weak Call to Action: Ineffective placement and design of the CTA
​
Overall, these creates a high level of distraction, which can ultimately lead to customer disengagement over time.
Diagram 1 : Competitor's Market Positioning Analysis Map
TARGET AUDIENCE (USER PERSONAS)
For BFF’s new product launch, I have identified two key target audiences below:
Dog Owner(s)
Alice , 27 years old
Background:
New dog owner who are actively looking for high-quality, fun, and comfortable toys for their pets.
Communication preference:
Instagram
Gift Shoppers
Ronny , 30 years old
Background:
Looking for thoughtful and enjoyable gifts for her friend’s dog for Christmas.
Communication preference:
Instagram
BRAND PERSONALITY
TONE OF VOICE
Friendly and Approachable
The tone is warm and welcoming, making every interaction feel like a conversation with a friend. We speak directly to pet owners with a personal touch, creating a sense of community and belonging
​Example:​
-
Need help finding the perfect toy? We’re here to make your search easy and fun!
Playful and Energetic
Our communication reflects the lively and joyful spirit of pets. We use fun and engaging language to capture the excitement of playtime and the special bond between pets and their owners.
​Example:​​
-
Say hello to endless tail wags and happy paws with our new accessory line!
Trustworthy and Reliable
We convey reliability and quality in everything we say. Our tone reassures pet owners that they can depend on us for high-quality, long-lasting products.
​Example:​
-
Count on us for high-quality, durable accessories that your pets will love.
Eco-conscious and
Responsible
We highlight our commitment to the environment with a thoughtful and conscientious tone. We emphasise our eco-friendly practices and natural products.
Example:​
-
Caring for your pets and the planet with our eco-friendly and natural products.
From understanding the tone of voice above, I've developed a key message and unique selling points below.
Key Message
Play, Love, Rest - The Perfect Natural and Durable Toys for Every Happy Dog
Unique Selling Point
​
-
Great and durable quality
-
Funky unique designs that represent your dog’s personality
-
Made in Australia
MOODBOARD
Typography & Hierachy
POPPINS
Aa
Bold (32px)
Title
SAY HELLO TO OUR NEW ARRIVALS
Paragraph
Regular (18px)
This document serves as your compass for understanding and implementing our brand's identity in every interaction and creation.
Colour Palette
# F26322
# 231F20
# 58595B
# BFCDA2
# ECECE7
# BDE6F1
# F9DDDE
BRAND COLOURS
SECONDARY COLOURS
Imagery
VISUALS
