Petfood Logo "Pet's Paleo" Briefing:
We would like to establish a brand that offers the pet owner a variety of very natural and healthy snack products for their cat or dog. The products contain almost a 100% of high quality meat, no additives, no allergens, almost no starch so as to also not be harmful to the teeth of the pet.
The word "paleo" is supposed to hint at paleo- or stone-age diet that consisted of hunted and gathered foods and not of agriculture derived and industrially produced foods. We think that for cats and dogs this is even more natural and healthy than for humans since in their natural environment pets today still would hunt their own food or eat from available plants (I have yet to see a dog or cat who makes handmade noodles or harvests rice=) and food that comes closest to the old lifestyle is certainly better than food made from rubbish or cheap fillers.
Examples for the products we distribute are Chicken-, Beef-, Duck- or Fishstrips for example - and there are a lot more.
Since these products have a great natural look the bags we will use are partly transparent. It is also very likely that the main ingredient of a product (i.e. beef) will be highlighted with a certain color on the bag (for example a dark red or brown for beef, a blue for fish, yellow for chicken, and so on). The logo therefore should not contain too many colors or colors that would not fit to these "marking" colors on the bags. More about logo color pls. see description below.
The logo will be used as company name and as brand name alike and will be put on the homepage and foremost on the bags, trays and boxes of the products. It is supposed to contain the terms "Pet's Paleo". Also a dog or cat (or both) silhouette perhaps even with a hint of paleo might be added and would be most welcome in creating a clear, cute yet serious communication to the customer.
In terms of color it should not be too much or too wild. Best would always be black/white (or one color/contrast) so it is also very simple and usable in terms of everyday corporate design (like a print of a bill) and perhaps it can save costs on bag print etc. too. If you use colors try to limit it to one or two and the preferred colors would be green, white, black or light pastell-tones. Of course don't limit your creativity and surprise us, but keep in mind that we like it simple, clean and "zen" in general.
About the silhouette. Pls. try to work a simple yet pretty or cute symbol of a cat, dog or both, (or a paw or whatever) around the words "Pet's Paleo". Be creative. Look at the samples far below too. Since our main audience will be dog and cat owners of course they will be attracted by something sweet or cute.
Hearts as Elements can also be very popular and nice. Perhaps where the eyes of the pet are or whatever comes to your mind. Buying food for your pet has something to do with love right?! If you can manage to further even include a Paleo like feeling (stone-age) visually into the logo that would be awesome. Something decent that can be taken up again when we do our bag designs too. Someone who understands this might directly get the follow up order for bags if the logo is on point.
Ideas in regard to the "paleo" touch could be going into the direction of a Flintstone like bone in the hair/or ears of a cat or dog (like baby Flintstone). Or as bone chain around the neck. Or clothing that resembles a stone-age fur like the stuff daddy Flintstone is wearing. I know this is already a lot so please try to keep it simple.
As if this was not enough, pls. try to make the product logo attractive to as many target groups as possible. It would be great if the product logo feels "paleo", means green, sustainable, natural, healthy but also the cute and sweet elements can cater to the taste of children or the emotional customers. If it somehow looks clean enough and not too "kitsch" that people looking for serious, scientific products don't immediately run away from it our mission would be greatly accomplished. Serious-sweet-stone-age green. Oh man, what a challenge.=)
Of course we know, that it is virtually impossible to get all this done in one logo and some of the ideas already move ahead and will be part of a larger context (like bag & box design and webdesign). Yet with all that explanation you at least know very clearly where it is supposed to go, and what the logo will stand for in the end. Getting one or two elements right would be a start from where we can further take it.
To make it more easy and less text based pls. find below a selection of Links to homepages where you can find all the ideas you might need. I freely commented what I felt and saw in regard to these logos, so you can easily check out, what it is we are searching.
Overall good examples:
https://www.iams.com/ oder this link to some of the packages: https://www.iams.com/dog-food/dog-treats
This comes really close. Its green, its simple, its one color, its emotional, its professional, really good. Perhaps something like this but more paleo. perhaps more dual use cat & dog?
They understand the "green" and sustainable and serious feeling
Text with a simple and natural inclusion of a cat and a dog silhouette. Just missing the paleo. Perhaps a little too serious feel.
another good example of a black/white logo, containing name & cat & dog.
very well done, dog and cat, and also very emotional pictures, very proffessional feeling though! trustworthy.
an example how using a heart can give a nice feeling.
not my taste of colors and the logo itself is not my taste, but on the bags they have a great balance between, sweet and cute animal pictogramms and a natural, emotional and scientific appearance (don't look at the logo on the homepage, look at how the use it on the bag products). wow.
More "special" case studies with very specific strong points or negative examples:
perhaps a rather bad example. the bags have something (they look cheap but buyable, also some kind of attraction, but they lack a lot of what we look for. not green, not sweet, not paleo)
also bad example, BUT you can look at the different colors for the different meats. the logo must fit
in to every color frame (allthough we will make the colors more decent).
only as a study. the products have either cat or dog in the brand name. this can be done better but the general idea is similar. What is great is the feeling they produce on the homepage (mainly the pictures). they look, clean, zen, sympatico. you can feel how much they care for the pet. the language transports a good feeling of trust and love. this is strong. I don't know if this feeling is translatable into a logo?
a well made example of a rather scientific trust oriented approach. a product that is safe and will make your dog happy. its not what we want but for what it is it is good.
One of the biggest in the business. Look at the brands for the perfect understanding of making a brand that is simple, even somewhat dull, cheesy or boring but that gives the consumer the feeling to get a good product for a reasonable price. We want it a bit more stylish than most of these brands but of course if our logo can somewhat also be appealing for consumers and not look stylish in a way that makes them think "oh this is nice but too expensive" than this would be genius!!
Simple stylish, great mission and feel. not our colors, not our symbols but great feeling.
similar to 9) somewhat ugly but successful it seams.
too fancy but you get the general idea and:
I really like the way they do the icons for their categories (chicken, beef, etc.)
- this is classy and very well done
Also product overview/pictures are very good
simple. good ideas for alternative packing for big markets. amongst others