Dog food

Task: Develop a name for a dog food product. Design a logo, an illustrated infographic, a brochure, and a package. Make and photograph a life-size mock-up. Design a point-of-sale, photograph all elements together, and make a professional presentation.

A luxury pet snack for the influencers’ best friends, with reusable packaging suited for trinkets and other small items.

SMOL pillowbox packaging

Brand design

These decisions made the basis for the brand profile and design:

  • luxurious and Instagram-friendly
  • aimed at influencers with tiny dogs
  • collectable packaging released in limited quantities

The brand name Smol is a slang word that describes the cuteness and tinyness of the target group of dogs.

Some pets are so adorably, unbearably tiny that using proper English to describe them just doesn’t cut it. Not every small pet is smol: To earn the label, a cat or dog (or kitten or puppy) must excel in both the tiny and cute departments. A pet that’s truly smol is likely to induce excited squees from everyone around it.

– Michele Debczak, mentalfloss.com

“Doggie gems” is a play on how the nibbles resemble gems. There will be a variety of snacks, each named after a specific gem and with a claimed effect similar to that of the gemstone – better energy, health, mood, etc. The colour palette is from those gemstones.

SMOL colour palette

Logo

The logo design is inspired by the monogram style logos of luxury brands like Luis Vuitton, Yves Saint -Laurent, Chanel, Gucci, and more.

SMOL logo mock-up

The logomark can be used as a pattern to decorate the packaging.

SMOL logo pattern

Infographic and brochure

The leaflet and infographic follow suit in being small – the size of a business card when folded. Only the most important information is mentioned, while more details are found on a website linked via the QR code in the leaflet.

SMOL leaflet inside
SMOL leaflet and pillow box

Point-of-sale

Point-of-sale is in limited stores only, with the small pillow boxes stacked in large jewellery boxes.

SMOL dog food sales display

A luxury pet snack for the influencers’ best friends, with reusable packaging suited for trinkets and other small items.

Brand design

These decisions made the basis for the brand profile and design:

  • luxurious and Instagram-friendly
  • aimed at influencers with tiny dogs
  • collectable packaging released in limited quantities

The brand name Smol is a slang word that describes the cuteness and tinyness of the target group of dogs.

Some pets are so adorably, unbearably tiny that using proper English to describe them just doesn’t cut it. Not every small pet is smol: To earn the label, a cat or dog (or kitten or puppy) must excel in both the tiny and cute departments. A pet that’s truly smol is likely to induce excited squees from everyone around it.

– Michele Debczak, mentalfloss.com

SMOL pillowbox packaging

“Doggie gems” is a play on how the nibbles resemble gems. There will be a variety of snacks, each named after a specific gem and with a claimed effect similar to that of the gemstone – better energy, health, mood, etc. The colour palette is from those gemstones.

SMOL colour palette

Logo

The logo design is inspired by the monogram style logos of luxury brands like Luis Vuitton, Yves Saint -Laurent, Chanel, Gucci, and more.

SMOL logo mock-up

The logomark can be used as a pattern to decorate the packaging.

SMOL logo pattern

Infographic and brochure

The leaflet and infographic follow suit in being small – the size of a business card when folded. Only the most important information is mentioned, while more details are found on a website linked via the QR code in the leaflet.

SMOL leaflet inside
SMOL leaflet and pillow box

Point-of-sale

Point-of-sale is in limited stores only, with the small pillow boxes stacked in large jewellery boxes.

SMOL dog food sales display

Happiness is a warm puppy.

–Charles Schulz

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