A food... for dogs. Visual Design Forza10 - SID
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The company

SANYpet Group – Forza10, produces dry, wet and snack foods for dogs and cats. Forza10 diets are created to solve the main food intolerances of dogs and cats but also to maintain well-being at every stage of their lives.

The SANYpet – Forza10 Research and Development Department, is composed of a team of veterinarians with expertise in the field of dog and cat nutrition, who collaborate with leading Italian universities and centers of excellence in veterinary and human medicine.

However, Brand Forza10, precisely due to its wealth of references in the market, presents its products in a way that is not totally coordinated, creating confusion on the side of brand communication and its values.

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The Brief

Creation of a Brand Book that determines the guidelines in terms of identity, values, messages and graphics to present itself in a consistent, clear and unified manner to the public and at the point of sale.

The main points of intervention on packaging and communication media are:

  1. Point-of-sale analysis (public, shopkeepers/retailers, veterinarians/specialists)
  2. Key-values to be communicated
  3. Mood generated
  4. Declination of Moods on the main communication media at the point of sale: packaging, displays and promotional materials.
  5. Ideas for the development of Marketing & Communication strategies 2017-2019 (online and offline).

The proposal

Designing the entire Brand Visual Identity of a company, especially intervening on the main communication media inside the stores and more so, on the packaging of its products, always represents a particular commitment. A commitment from the point of view of the responsibility with which SID students and faculty are invested, as well as from the economic point of view for the company that will find itself changing its image from one day to the next and investing large sums of money to push on the new values and image of its product.

… a not inconsiderable commitment.

SID students were measured in their ability to analyze and process outputs of exceptional quality. The work starts with a survey of about 200 different retail outlets and veterinary clinics throughout the Veneto region, mostly in-person, others via telematics. A number of extremely interesting findings emerge from the results on brand perception and products to be then reworked in different project directions.

Thus, several alternatives were identified that focus attention on different values to be conveyed through packaging…

The results are truly inspiring!