By Ploy Santatiwat, Jonah Lu, Leah Demeter, Herbert Hsu | 2013
"Play" with the future of Purina Busy
Being one of the biiggest pet food company in the US, Purina has various dog treat brands that deliver different products that satistify the need of the pet. Busy is the brand that provides hard-shell, long-lasting chews that keep the dog busy and occupies their time, and the challenge of this project is to propose a new Busy product with the retail and packaging idea involves the idea of "Play".
"Enrichment Is More Than Entertainment. The Goal Is To Provide Activities And Toys That Are Not Just Fun But Also Can Help Your Pet's Mind Stay Fresh And Strong."
- Dr. Ernie Ward Fetch! Magazine
Dog park, people, interview, experiment, and anxious dog
More insights are required for us to developed on the project. We go to dog park to observe how dogs interact with their owner and other dogs. Interviews are done with pet owners there; with some Busy treats, we gave out the products and let the interviewees tried Busy with their dog. Surprisingly, some people don’t like the free dog treats we gave since they don’t trust the materials in them. An interview with an indie pet-supplies shop owner echoes the idea that people nowadays cares about the food their pet takes-in, and that is a trend now.
From the research and interview we find that the chew treat and toy play as important roles of distraction of anxiety. Without the owner being around or other distractions, the dogs may be likely develop bad habits that will hurt themselves: licks his leg to wound.
We also bring different chew treats and conduct experiment on our own dogs to see how long the treat last and how the dog play with it. It is impressive that the dog was so focused trying to finish the Busy Bone. Truly, people need treats like Busy to keep their dog busy; it works, but what if Busy can go somewhere beyond Play and make people accept it?
Busy for entertainment: a hyper and fun brand
We also analyze the brand on its brand audit and it’s competitors from the product, the packaging, website, color pallete, nutrition, and retail display. The result tells us that Busy is a brand with a strong element of entertainment which involves the idea of hyper, fun, and play; just like Jonesy the dog on the Busy packaging.
We start to explore the idea of Play and creat prototypes and ideas around the topics. We filled the studio with images of dogs and all kinds of treats and products to get more sense of the context and the products.
Play and prototype!
From entertainment to enrichment
With our finding and getting inspired by a quote from a magazine. We tweak the original brief into a new one: Enrichment. After doing all the research and experiment we realize the core of the Busy treat is not only to entertain the dog but also to provide them activities that help their mind stay fresh and strong, which accounts attributes of stimulating, play, fun, dreamy, satisfying, and challenging.
Designing Busy Enrichment
The target audience of Busy will be the Gen Y people. They have the lifestyle that is more independent from family and neighbors while they value virtual community than ever before. They keep their pets in the small living space when they’re out working in the daytime, and they do the same thing when they have party at night. The opportunity for Busy is to provide the products that Gen Y can easily give to the pets when they’re not with them.
We brainstorm with key words from the attributes and the brand identities to generate more ideas. The result will be ideas that more like a series of actions and activities the dog will perform or enjoy, which lead us to final ideation.
Busy Challenge, Busy Surprise, Busy Wellness
The final ideas are categorized into three main attributes: challenge, surprise, wellness. We generate new treats design and even accessories that fit into the domain of the three attributes, which expand the possibilities of future Busy product line. Selected designs are being further created in 3D, and we 3D-print those products and apply special treatments to make them look and feel like real Busy treats.
Introducing Busy Enrichment
Busy Enrichment provides a playful and holistic experience that is challenging, surprising, and inspires wellness for dogs and those who love them the most. We design the new logo that is more fresh and also with a badge means the Jonesy Dog Approved, giving the brand a more open framwork for the three product lines within it: the Busy Challenge, Busy Surprise, and Busy Wellness. The new identity applies not only to the treat and product design but also the new packaging and retail display design. The new brand strategy will make the customer and their beloved dogs have a whole new holistic Busy experience never before.
Special thanks to instructors: Rob Ball, Gerardo Herrera, and Grand Delgatty for the great advise, and also thanks to the Purina Snack Division for all the feedbacks and acknowledgments.
Team lead & presentation
Research & product design
Trans-disciplinary team work
Design for pet
Comprehensive brand design
In a Nutshell
Holistic design proposal for Purina Busy including branding, product, retail innovation to transform the message from entertainment to enrichment