Creating a premium brand in a market of rapid post-pandemic growth
Brand identity & packaging design for Ozloo
The global pet supplements market is growing rapidly caused by several factors, such as the humanisation of animals and the recent effects of the COVID-19 pandemic. COVID-19 has caused an increase in pet adoptions, and the surge in online demand has shaped new ways to market products directly to pet owners, creating an opening for smaller, innovative brands to rise and challenge the established pet food giants. We were given the opportunity to participate in developing an entirely new brand in this fast-growing market.
According to recent studies, the global pet supplements market will grow to USD 1023.8 million by 2026, compared to 637.6 million back in 2019. Key factors driving this growth are the change in socio-economic aspects and the leaning towards the humanisation of animals. Added to these drastic growth expectations are the recent effects of the COVID-19 pandemic, which may increase the demand even further. Following the pandemic, dog food has experienced a spike in demand as consumers stock up to ensure that their dogs are well fed during the crisis. In the US alone, the sale of dog food rose by 54% in March 2020. The rise in demand points towards several causes, one being the stockpiling effect which many supermarkets experienced throughout the pandemic. Another being the rising number of dog adoptions as people look for company during self-isolation. As with dog food, the demand for pet dietary supplements is expected to grow and several reports are looking into a general trend towards a high priority in our pets’ wellbeing. We have become more aware of the benefits of pet dietary supplements, such as reducing the risk of heart attacks, digestion disorders, cancer, and improving the health of the skin and coat. Moreover, growing concerns about skin allergies and health disorders have propelled the demand for pet supplements in North America.
Due to COVID-19, the surge in online demand shaped new ways to market products directly to pet owners, creating an opening for smaller, innovative brands to rise and challenge the established pet food giants. In other words, the COVID-19 crisis has created an interesting opportunity for the direct-to-consumer pet market.
We were given the opportunity to participate in the development of a completely new brand in this fast-growing market. OZLOO is on a mission to make dogs healthier and happier, and with a range of veterinarian-formulated probiotic supplements they strive to ensure optimum gut health and immunity for all kinds of dogs. The founder of OZLOO, Andrew Scorey, used his extensive knowledge and experience from 30 years in the healthcare and infant nutrition industry, to create a product that was inspired by his love for dogs. The name Ozloo was in fact the name of his first dog, and the inspiration for the products emerged when the family dog was suffering from life-threatening gastro-intestinal issues. The vet prescribed probiotics, which immediately had a positive response and restored the dog to his normal bouncy self. These events became the kick to start off his journey in creating the OZLOO brand.
Based on extensive market analysis, we have developed a visual identity for the OZLOO brand. Throughout the design process, we focused on balancing the somewhat clinical look that ensures quality and safety on the one hand, with love for dogs on the other. We wanted to add this approach to the product category – to take it to the next level and show that it does not have to be either or – You can have both. This new contemporary brand design and packaging design is unique for the category, and it is created to be sold online, direct-to-consumer. Hence, there was a need for a bold design that stands out from the crowd while helps in building a strong premium brand in a rapid-growing category.
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