DESIGNER

Olivia Nierva

PROFILE/DESCRIPTION

This project is categorized under primary packaging.

Project Title: Cap for Cats

Provide a Project Description (mandatory):

This includes:

• Using licensed images, colors, fonts, backgrounds provided by ANZ

• Using layouts provided by ANZ to ensure consistency with current products sold in ANZ market

• Using copy that is approved and issued by ANZ team

• Updating barcodes that are in compliance with ANZ GS1 specifications

GOALS

Provide a Design Objective (mandatory):

What must be achieved for the design to be successful?

Creating a design that interrupts the shopper/ consumer to purchase and trial

Maintain the ANZ ARMOR ALL aesthetic (hierarchy) for consistency across the family of products

PRIORITIES

1. Branding (KITAN CLUB)

2. Product name (CAP FOR CATS)

3. Benefits

4. Image 

TARGET AUDIENCE

Cat owners – highly involved and intrinsically motivated “Even if no one else saw my cat, I would still spend a lot of time and effort

maintaining it’s appearance”

• 27% in 25-44 year age group

• 44% in 45-64 year age group

Cool cat owners – motivated and extrinsically motivated “I buy the latest, most advanced products to care for the appearance of my cat

I’m very knowledgeable about cat accessorizing & use a range of products and brands.”

• 63% in 25-44 year age group

• Higher likelihood of accessorizing cat at least weekly (36%) and exterior daily (7%) then other segments

BRAND CHARACTER

The KATAN CLUB brand resonates with the following statements

• “Makes products that provide the best appearance/look for cats” 

• “Gives you confidence that your cat will look great”

COMPETITIVE SITUATION

• Accoutrements/mcphee.com  - main competitors of KITAN CLUB. Seen as a brand that makes products for the whole cat.