Packaging Re-Design Considerations
BRAND RECOGNITION:
Reinforce A Highly Reputable Identity.
By defining ownable opportunities within the marketplace, a refreshed packaging design for GripTrex Dog Boots will reinforce Ruffwear’s identity and help the product to stand out among competitors and encourage consumers to become part of the Ruffwear family.
SHELF IMPACT:
Here’s To Being Bold And Distinctive.
The product will share space with competitors when in a retail store. By utilizing bold typography, adventurous color choices, and distinctive features and textures important to the brand and consumer perceptions, the revised packaging design will help GripTrex Dog Boots stand out in a sea of competing products.
LONGEVITY:
Withstand A Constant Changing Market For A Decade +
Craft a new compelling design that will last more than a decade: avoiding trends and straying too far from the brand identity, current positive consumer perceptions, and target audience appeals and desires.
PRACTICALITY:
Fostering Strategic Visual Impact.
Think about how the product will be displayed in stores. Will the packaging and the product stand out and be easily arranged for strategic visual impact?
SUSTAINABILITY:
Monitoring Our Pawprint On The Planet.
The packaging design and concepts should lean into areas where we can utilize and practice more sustainable material options. Less is more. If our product material efforts are environmentally conscious, then so should the package the product is delivered in.
BEING A HERO:
Ruffwear Is The Leader In High-Performance Dogwear.
Through packaging, solidify that Ruffwear is the leading tenet in dog outerwear and outdoor activity.
RUFFWEAR:
Things To Strive For:
Strong visual language to help educate and identify.
Easy recognition of brand. The packaging should align with the overall brand image and should reflect the messaging and missions of the brand.
Consistency of elements to create recognition.
Present the brand as a leader in the industry. Ruffwear is a no-brainer for dog outerwear. The consumer won’t have to take risks when it comes to the safety and well-being of their pet.
RUFFWEAR:
Things To Avoid:
Flat imagery, design, and graphic elements.
Exclusionary design. Even though we are a leader in the industry, we want everyone and every dog to feel like they deserve our product…because they do.
Unnecessary waste in packaging.
Gender-specific colors and aesthetics.
The Competitive Landscape
Audience Segment
What is important to them?
Only 9% surveyed purchased clothes for their pet in the last six months, yet 49% said pampering their pet makes them happy and 42% think of their pet(s) as their kid(s).
Source: YPulse PULSE Survey | fielded August 2019, 2020 among 300 16-44 year-olds.
Data obtained from a Swanson Russell Ruffwear Insight Exercise.
What drives them?
“Demonstrate a high affinity for adventure sports including (but not limited to): hiking, camping, kayaking, mountain biking, windsurfing, climbing, and backpacking.”
Data obtained from a Swanson Russell Ruffwear Insight Exercise.
What is the opportunity?
“Dogs have always played an important part in their owner’s lives, but only in recent years has the dynamic shifted to one rooted deeply in affection and respect. Over the past two decades, there’s been a cultural movement regarding dogs – one which has elevated their status to human-like proportions. Pets are being integrated into every part of their owner’s lives from work to play. Those who bring their dogs to the office every day are also including them in every aspect of their time off the clock. But for the enthusiast who engages in outdoor-adventure activities during downtime, there hasn’t been pet-friendly gear available to meet their high expectations.”
Data obtained from a Swanson Russel Ruffwear Insight Exercise.
What is the overall brand perception?
Ruffwear is expensive, but worth it. You are paying for the quality and the longevity of the product. Consumers already see Ruffwear as a leading brand in pet and outdoor clothing and gear. These consumers, although some are weary about the price, should trust in Ruffwear as the best option for their four-legged friend’s gear as a one-time cost that will last their entire life and bring peace of mind during every outing that their pet is being taken care of.
What Consumers Are Saying About Ruffwear
RidiculouslyNikki on Reddit
“My 10 y/o Cassy has had her Ruffwear collar for at least 8 years of her life, maybe 9, can’t remember. It’s still as perfect as it was on the day I bought it. In the first few years of her life, she wore it all the time. But for the last 6 or 7 years she only wears it when we go out.”
KBert319 on Reddit
“We use Ruffwear for our older dog that drags her feet bad (from meds). They last the longest and fit her well. For you, they should last a long time. Well worth the $.”
Reddit User
“I had an issue with my Ruffwear boots and contacted them asking if they had suggestions and while they did mention the lining socks they sell they also gave several other options (like baby socks, the non-sticky medical wrap tape, or other wrap types) and included links to the medical tape on Amazon. Basically, they are a stand-up company with great customer service. I also really like that they sell their shoes in a four-pack and a two-pack and keep the other as a spare.”
Idreamofdita on Reddit
“My dog has two sets of Ruffwear boots: Grip Trex and Summit Trex. I don’t find a huge difference between both in the warm weather. They fit very well and stay on even when running, are sturdy, and hold up well in the wash. It’s hot here, so the boots are for protecting her paws from allergens (she has a ton of environmental allergies) rather than the snow. Good quality boots that last a long time— she’s had them for over a year with twice-a-day wear, and they look good as new.”
