Background:

‘cuppa pup’ ice cream is a milk free, healthy ice cream for dogs. The brand caters to the need of every dog owners who are unable to share their ice cream, even willingly, with their dogs. Since the regular ice creams are unhealathy for the dogs, ‘cuppa pup’ ice cream replaces milk with yogurt, and contains healthy fruits and vegetables with natural flavors in itself. The brand targets all dog owners in the British Columbia province, that fall within the age group of 20-50 years, who are naturally concerned about their pup’s health and eating habits

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Challenge:

To create visual components that support and form the brand identity, and help give meaning and recognition to the brand in the minds of the potential customers. Create awareness of the brand existence and build trust among the dog owners, of the age of 20 to 50, through brand positioning and appropriate usage of the brand style. The brand elements should be created in accordance to the brand values as well as keeping in mind the target audience and the end users of the product.