Revamping Blue Buffalo
For my Design Bootcamp course at Georgetown University, I embarked on a semester-long project to revamp Blue Buffalo's branding and marketing.
Below are select elements of the project.
Audience Research
To start this project, I began researching my target consumer. Once determined, I created a User Persona to act as a reference point of who is it I am designing for throughout this project. The persona tells me about their lifestyle, what they want out of the product, and what they struggle with so I know how to reach them as a consumer.
Mood Board
The first creative step in this project that I took was creating a mood board for the brand. This was a visual exercise that helped me determine the personality, tone, and general color palette to use when creating the more detailed brand guidelines.
Logo
This updated logo is a departure from its previous one in that it exudes personality, making the brand more interesting to the consumer. Additionally, we've taken a minimal stance and have removed a lot of necessary text and patterns within the logo-- making the overall look more appealing and modern. However, we did keep some ties to the old logo by continuing to use a badge (just a different shape) as well as the jumping buffalo icon. This helps the transition into the new logo feel more organic for current customers.
Original Logo Sketches:
Brand Guidelines
The brand guidelines serves as a reference point for all things creative pertaining to the brand, making it one of the most important documents of the project. The guidelines house the updated logo, typography, and color palette, as well as important non-design elements such as the brand voice, imagery inspiration, and the background story at the ethos of the brand.
App Storyboard
Blue Buffalo already has an app where you can purchase product and connect with other Blue customers. I decided to take it further and create a "Care" section where you can find daycare, petsitter, and boarding services for you pet. This is a great way for Blue to offer something for their customers beyond just their products.
Ambient Concepts
I created two ambient marketing concepts for Blue Buffalo. The first is a giant, life-sized dog bowl filled with foam pieces using the distinct shapes and colors of Blue Buffalos food. A proportionally-sized bag of Blue Buffalo dog food would be tilted over the bowl with pieces falling out of the bag. People would be able to climb into the bowl, play in the foam pit, and take selfies. The second concept is a Treat Truck with a low window where dogs can pop their head in for Blue Buffalo treats. The pet owners can also get on-the-go treats from the truck as well.
Improving Packaging Design
I created a more modern design for Blue Buffalo's dog food that would help it stand out on the pet store shelves. The craft paper bag is to reinforce Blue Buffalo's statement that their product is "Natural food for dogs." The illustrated animal picture and organic shape gives the package interest and personality. I also removed a lot of unnecessary text from the front so that the consumer wouldn't be overwhelmed with information and would remember the main points we want them to.
Design for an International Market
This advertisement, set in Paris and translated to French, shows how Blue Buffalo can adapt the brand to specific markets while keeping true to the brand's essence. Breaking into international markets is an important step in growth for Blue Buffalo and one they have slowly started to take; therefore, understanding how to market their product and court new customers in a new market is imperative for success.
Interface Design & Web Copy
I created a simple and graphic design for Blue Buffalo's website while staying consistent with the established branding guidelines. I put a large focus on imagery to help to showcase the brand's ethos and products. Blue Buffalo's origin story is important to the brand, so I made sure to highlight that high on the home page. I also added multiple call to action buttons to shop for Blue products. The copy is clear and catchy.
Social Media Campaign
These posts support the hypothetical #HowYouBlue social media campaign for Blue Buffalo, where customers are challenged to show off their furry pets enjoying Blue Buffalo products. This campaign helps promote the brand (particularly good after a recent rebrand) and its products, but more importantly, shows customers and potential customers how much their products are enjoyed by pets and how eager their owners are to purchase the product. This UGC campaign will also help get customers to engage more with the brand and help them remember why they choose Blue in the first place.
