THE DEVELOPMENT PACKAGE AND BRANDMARK OF THE DOG FOOD PRODUCTS, DOGLICIOUS

Abstract

This research aimed to develop packaging and a brandmark for the dog food product "Doglicious," using a mixed methods approach. The researcher studied relevant data and research, including Doglicious's background information, brand development information, marketing strategies, and consumer demands, to design practical and appropriate packaging for the dog food. This included creating a brandmark that effectively conveys the Doglicious brand image. The researcher then designed the packaging and brandmark, which were evaluated by three design experts until the most suitable design was chosen. Inspiration for the brandmark and packaging design, which encompasses both structure and graphics, came from dogs themselves. This choice reflects the target audience and facilitates consumer recognition and understanding of the product. Additionally, the use of warm colors, informal fonts, illustrations, and artistic composition were employed to communicate a brand image that emphasizes Doglicious's focus on nutritional value.

          The research resulted in a new brandmark. Compared to the original brandmark, it was found to be more memorable, reliable, unique, and interesting. A sample group of 98 people interested in Doglicious dog food products expressed a high level of satisfaction with the designed brandmark, with an average score of 4.30 and a standard deviation of 0.68. Furthermore, two types of dog food packaging were developed: dry food packaging and wet food packaging. Both are aesthetically pleasing, effective in preserving the product, and designed to highlight the product's strengths, attracting more interest than the entrepreneurs' current packaging. The sample group also expressed high satisfaction with the packaging, with a total average score of 4.33 and a standard deviation of 0.67.