Branding and packaging from scratch
The brief was to develop a name for a dog food product, and to do the branding of this by designing a logo, a brochure with infographic and illustrations, a package for the product and a point of sale in store.
I used the creative method of Brainstorming to come up with the name, and then played a bit around with different combinations before I landed on the name «Pawtner». It is a Detroit slang term to the old west word meaning friend. It also contains the word paw.
To come up with ideas for the logo, I did Google Images search on «urban dog» and «dog with sunglasses». I thought these images gave weight to the urban slang, and to play up on the «City dogs» and their owners as a target group (with focus on the young adults aged 15-25 years old).