I was tasked to create a full rebrand on a popular pet food company called Organix, made by Castor and Pollux. With the combination of strategic thinking and innovative solutions, I was able to provide an effective and recognizable brand associated with Organix pet food. This rebranding was created to increase awareness and elevate brand equity.
The target demographic includes adults ranging in ages 18-54, focusing on families with at least one dog or cat. After reviewing the Castor and Pollux social media channels, the customer engagement has been mostly positive. The social media engagements are made up of healthy pet food enthusiasts. Customers post images of their pets eating Organix, typically purchased from Whole Foods. Overall, Castor and Pollux has a strong social media presence. I also did some research about the benefits of vegetables in a dog’s diet. According to aafco.org, “Animal and vegetable fats or oils are commonly used to supply additional energy and flavor to a pet food.”
With all of the information I gained researching, I created a SWOT analysis regarding the Organix Pet Food brand:
|Strength||Safe, organic and all natural pet food for dogs and cats. All ingredients is non-GMO and certified organic. Organix provides a balanced nutrition which are protein-rich with vegetables. These ingredients are farm fresh and cage free. Another strength is the sale of Organix in the high-end grocery store Whole Foods. This is a great location to target a large amount of healthy food shoppers.|
|Weakness||Does not have a dedicated website or social media outlets. All online engagement is made through the owning company Castor and Pollux. Organix is also lacking a recognizable logo.|
|Opportunity||Aside from the opportunities of online presence; Organix has the opportunity to help show the benefits of a balanced diet to include vegetables. This information could be presented on both the packaging and the website.|
|Threats||The biggest threat is other pet foods which incorporate meat and vegetables ingredients. Purina’s Beneful pet food line provides the similar benefits of Organix.|
The most urgent development was the incorporation of a logo. Currently, the Organix logo is just text and does not hold a lasting impression that customers would recognize for future purchases. I came up with a few variations of what the new logo should look like.
Organix specializes in providing a balanced diet for dogs and cats with the use of organic, protein-rich and vegetable ingredients. I created a new logo that shows the concept of farm fresh ingredients that Organix offers.
Retailing the Pet Brand
I considered how this brand should be retailed and created a retailing strategy. Organix Pet Foods should have a strategic retail strategy of the brand. The placement of their products will not only promote sales, but establish a trust worthy status based upon locations. Knowing that Organix is the proud leader in organic and natural pet food, where they choose to sell their products must have the greatest integrity. Overall, Organix should be selective with their retail presence. They are all-natural, Organic and GMO-free and owe it to their customers to uphold this strict standard in the retail environment. They should not chose to do business with companies that do not align with the same morals. Therefore, companies that do not share these types of principles should be left out of the equation. The following is a list of brick and mortar companies/company types that we will be selling our product in:
- Whole Foods
- Locally Owned Pet Shops
- Natural/Organic Grocery Stores
Mass merchandising is not the answer here, they should be sure that the businesses they sell their products in will be just as trustworthy as the product. Anything else could result in the loss of credibility with the customers. If they stay in a niche market, they will continue to uphold their image of providing farm fresh, all-natural and organic pet food.
Final Package Design
Based on all of the considerations, I created package designs for four of the current products that Organix offers.
Social Media Marketing
After launching social media channels specifically for Organix Pet Foods, the first social media campaign will be geared towards our non-GMO pet food. This will be accomplished by posting compelling images stating the disturbing facts about GMOs in pet food. In addition, a hashtag will be displayed, #AgainstTheGrain. This could gain a good amount of traction and customers can respond to it and engage with the social media channels more. Here are two examples of this campaign:
I also created some brand extensions for this redesign.