• US$160

• 34 designs

• 11 designers

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Logo Design Brief

Problem Statement
Design the logo for a fun, natural dog treat company named Wigglees. Brand font and a brand color palette needs to accompany the logo.

Company Profile
This company is a new business formed in Zionsville, Indiana. The dog treats will be based on simple, natural human-grade ingredients and are wheat, corn, and soy-free. There are no preservatives and artificial ingredients. The company is a woman-owned business and the target distribution channels will be stores such as Whole Foods Markets and Earth Fare, as well as non-traditional dog treat retailers such as upscale coffee shops and pizza stores. We anticipate most in-store purchase decisions to be made onsite – so branding will be one of the most important factors to differentiate Wigglees from other dog treats. The treats will be sold online, too, with a clear, compelling innovative web site (which has not yet been developed).

Wigglees will differentiate itself by not being like all the other dog treats on the market. Most of them are predictable and cliché with a picture of a dog on the package and with a cluttered and boring look. Wigglees aims for a different brand experience focusing on the “wiggling glee” that a dog and its owner experience while having a treat and being together.
Brand Personality

The Brand Personality is:
Honest, Clever, Warm, Clean, Fun, and Current (like “modern”)
Wigglees aims to be the Pixar of dog treats, providing an experience that is engaging, fun, and clever/creative.
Brand Position
Wigglees is the first-choice natural, fun, and clever dog treats to make the owners “gleeful” about providing a warm experience when rewarding their dog family member.

Aims and Objectives
The main aims of the logo and color palette development are as follow:
Show that Wigglees is a high quality, fun, natural, and current dog treat
Demonstrate the professional nature of the new company, but differentiated from other dog treats in the brand experience and packaging design/logo/brand elements
Create a logo that can be used on a kraft paper stand-up pouch and also on a white background for a Web site; needs to have a versatile use,
Develop a color palette that will allow for multiple products to be displayed next to each other… up to approximately 8 products (treat varieties)

Target Audience
The target audience is:
• “Pet Parents”: People who love and treat their dogs as an equal family member
• Primarily females, but both genders are potential targets
• 30-65 years old
• People living in the Midwest of the United States, but eventually other regions of the US
• People with disposable income who earn more than $100,000 per household

Deliverables:
• Wigglees would like to receive print-ready logo artwork files: EPS and AI
• Screen-optimized logo artwork files: JPEG, GIF, PNG
• Color palette that accompanies the logo in Pantone or CMYK colors
• Font files associated with the logo and recommended brand font
• Any font or logo licenses

Target Market(s)

The target audience is:
• “Pet Parents”: People who love and treat their dogs as an equal family member
• Primarily females, but both genders are potential targets
• 30-65 years old
• People living in the Midwest of the United States, but eventually other regions of the US
• People with disposable income who earn more than $100,000 per household

Industry/Entity Type

It Company

Logo Text

Wigglees

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Logo styles of interest

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• The word Wigglees is a must have.. Ideally, there should be an option that includes space for a tag line (that is not yet developed).

Nice to have

• I welcome your creativity on the design!

Should not have

• Cliche pictures of dogs or anything too predictable with a dog face.

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Files