ABOUT THE PROJECT
Royal Canin Rebrand
Royal Canin's current brand comes off as very medical, sterile, and expensive. This student project involved taking their existing brand and image and giving it new energy and life through packaging, digital presence, and their website.
My team tackled this assignment by finding a way to refresh their identity, making it more energetic, fun, and engaging while keeping their medical food identity in tact for current customers. We felt that a more upbeat and inviting approach would better suit those with pets that have need for special food, lifting them up, rather than making everything feel so medical.
Royal Canin's current brand comes off as very medical, sterile, and expensive. This student project involved taking their existing brand and image and giving it new energy and life through packaging, digital presence, and their website.
My team tackled this assignment by finding a way to refresh their identity, making it more energetic, fun, and engaging while keeping their medical food identity in tact for current customers. We felt that a more upbeat and inviting approach would better suit those with pets that have need for special food, lifting them up, rather than making everything feel so medical.
ROLE
Advertising, Branding, and Website Design
DATE
2024
TEAM
Wade Traylor
Angela Regi
Keera Peterson
Branding
The new branding and packaging utilizes more royal colors and a logo that speaks to the brand more officially as well with a playful style. The new typeface feels professional yet fun, which is the ideal direction for helping the brand refresh its identity. We also developed patterns and a new, fun illustration style for the brand to utilize in its new era.
The new branding and packaging utilizes more royal colors and a logo that speaks to the brand more officially as well with a playful style. The new typeface feels professional yet fun, which is the ideal direction for helping the brand refresh its identity. We also developed patterns and a new, fun illustration style for the brand to utilize in its new era.
The new branding and packaging utilizes more royal colors and a logo that speaks to the brand more officially as well with a playful style. The new typeface feels professional yet fun, which is the ideal direction for helping the brand refresh its identity. We also developed patterns and a new, fun illustration style for the brand to utilize in its new era.
The new branding and packaging utilizes more royal colors and a logo that speaks to the brand more officially as well with a playful style. The new typeface feels professional yet fun, which is the ideal direction for helping the brand refresh its identity. We also developed patterns and a new, fun illustration style for the brand to utilize in its new era.
Website Wireframes
To create the new website, I began with research and wireframing. I went through many iterations of organization and user experience for the website and ended up deciding on an experience that would be the best for online shopping, considering that many customers would like to be able to purchase or subscribe to getting their pet food.
To create the new website, I began with research and wireframing. I went through many iterations of organization and user experience for the website and ended up deciding on an experience that would be the best for online shopping, considering that many customers would like to be able to purchase or subscribe to getting their pet food.
To create the new website, I began with research and wireframing. I went through many iterations of organization and user experience for the website and ended up deciding on an experience that would be the best for online shopping, considering that many customers would like to be able to purchase or subscribe to getting their pet food.
To create the new website, I began with research and wireframing. I went through many iterations of organization and user experience for the website and ended up deciding on an experience that would be the best for online shopping, considering that many customers would like to be able to purchase or subscribe to getting their pet food.
Home Page
The home page strongly reiterates the new branding direction for Royal Canin, and is way more engaging and fun feeling than their current black and white, sterile website.
The home page strongly reiterates the new branding direction for Royal Canin, and is way more engaging and fun feeling than their current black and white, sterile website.
The home page strongly reiterates the new branding direction for Royal Canin, and is way more engaging and fun feeling than their current black and white, sterile website.
The home page strongly reiterates the new branding direction for Royal Canin, and is way more engaging and fun feeling than their current black and white, sterile website.
About Page
The about page continues the theme and utilizes the fun illustrative animals along with their historical packaging to illustrate the constantly updating direction of the company.
The about page continues the theme and utilizes the fun illustrative animals along with their historical packaging to illustrate the constantly updating direction of the company.
The about page continues the theme and utilizes the fun illustrative animals along with their historical packaging to illustrate the constantly updating direction of the company.
The about page continues the theme and utilizes the fun illustrative animals along with their historical packaging to illustrate the constantly updating direction of the company.
Store Page
The store page displays all of the categories and provides filters for customers to find specific medical food. The products themselves are color coded for easy selection and an improved user experience.
The store page displays all of the categories and provides filters for customers to find specific medical food. The products themselves are color coded for easy selection and an improved user experience.
The store page displays all of the categories and provides filters for customers to find specific medical food. The products themselves are color coded for easy selection and an improved user experience.
The store page displays all of the categories and provides filters for customers to find specific medical food. The products themselves are color coded for easy selection and an improved user experience.
Item Page
Both the store page and item page utilize a clean layout that's reminiscent of the previous website, but with the fun twists of the new branding. Customers are able to either order or subscribe to their specific pet food as well as see ratings, specifications, and related products.
Both the store page and item page utilize a clean layout that's reminiscent of the previous website, but with the fun twists of the new branding. Customers are able to either order or subscribe to their specific pet food as well as see ratings, specifications, and related products.
Both the store page and item page utilize a clean layout that's reminiscent of the previous website, but with the fun twists of the new branding. Customers are able to either order or subscribe to their specific pet food as well as see ratings, specifications, and related products.
Both the store page and item page utilize a clean layout that's reminiscent of the previous website, but with the fun twists of the new branding. Customers are able to either order or subscribe to their specific pet food as well as see ratings, specifications, and related products.
Social Media
The social media design furthers the branding, using cute animals with illustrations to create eye-catching visuals that can create a more fun, yet still educational digital presence. Royal Canin's social media account is talking about the health issues facing animals, and pairing this with a happier aesthetic can get people to learn more about their pets and the Royal Canin products.
The social media design furthers the branding, using cute animals with illustrations to create eye-catching visuals that can create a more fun, yet still educational digital presence. Royal Canin's social media account is talking about the health issues facing animals, and pairing this with a happier aesthetic can get people to learn more about their pets and the Royal Canin products.
The social media design furthers the branding, using cute animals with illustrations to create eye-catching visuals that can create a more fun, yet still educational digital presence. Royal Canin's social media account is talking about the health issues facing animals, and pairing this with a happier aesthetic can get people to learn more about their pets and the Royal Canin products.
The social media design furthers the branding, using cute animals with illustrations to create eye-catching visuals that can create a more fun, yet still educational digital presence. Royal Canin's social media account is talking about the health issues facing animals, and pairing this with a happier aesthetic can get people to learn more about their pets and the Royal Canin products.
