Dogway
Brand lifting and campaign creation for a company producing healthy and natural dog treats.
About Dogway
Dogway was created out of respect for the individuality of dogs and the need to discover their uniqueness. The DogWay brand is owned by Assisi Pet Care – the largest producer of pet food in Poland and one of the largest in Europe, which has two modern production plants: in Polanów and Gardno. Dogway produces unique, healthy and tasty treats for every occasion, which you can find in almost every major retail chain in Poland.
Our role included developing a branding and marketing strategy, designing packaging and a website.
Brand Identity and Visual Style
Dogway products are treats in line with the dog philosophy. The graphic concept is based on three categories: Health, Joy, Biting. It emphasizes the individual character of each dog, its true “self” – because “every dog has its own Dogway”. We added drawn elements to the dog heroes, selecting breeds so as to refer to the type of product in a playful way. The educational function of the campaign is manifested in presenting snacks tailored to a given dog and emphasizes the natural composition and high meat content in the products.
Brand colours – in the initial concept we proposed to highlight individual lines with a dedicated background colour, eventually red as a monocolour became the basic colour
Backgrounds and patterns – as an additional element we used the texture of recycled paper, emphasizing the importance of pro-ecological thinking for the brand
Drawn elements – used only as an addition, always in white in contrast to the intense red color
Conceptual designs of media
Together with the project of the new, oh-so-graceful KeyVisual, we developed and showed the implementation on various forms of advertising media. Usually, in the presentation of the concept, apart from the visual style, we also show it on selected media, so that our Client can more easily imagine how KV will work in practice.
Utility projects or
visual identification in practice
When creating the visual identification of the Dogway brand, we developed a consistent set of image materials that support its daily activities and communication.
Printed materials
We designed a complete set of printed materials presenting the brand and its products, including a leaflet and stickers, a merchandising catalogue and POS materials such as wobblers.
Dogway in dog-friendly stores and places
To make Dogway brand products stand out in stores, we created a product display with shelves divided into categories: joy, health and biting; a wobbler that stands out on the shelf and a stand with water and product sampling. We also designed a display placed in the receptions of dog-friendly hotels and on restaurant tables.
Story board
“My True Nature” – we conceptualized and storyboarded the YouTube ad.
Website design and implementation
In the design of the website we wanted to: firstly, strongly emphasize the character of the brand, and secondly, show how much healthier Dogway treats are than the strongest competitors. An interesting feature was an interactive product catalog associated with filters enabling the selection of a treat for the size and breed of dog. Another element of the website was a map with Dog Friendly locations supported by Dogway. The website was implemented by our sister development team eFresh.
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