Hijinx pet brand

Introducing Hijinx, a case study by WFM. Hijinx a conceptual online pet brand and subscription service.

THE BIG IDEA

HiJinx is a private label E-commerce subscription which brings premium food and pet supplies for your companion right to your doorstep. Core ideas include “human-grade” food, sustainable products and packaging, and design that you and your pet can be proud of.

PHASE 1

DEVELOPING THE BRAND

Every good brand needs a strong logo. Once the name of this new brand was decided, the team began envisioning the brandmark. The goal was to create a unique, contemporary, premium mark that would be not only adaptable to different packtypes and applications, but also a system of marks for dogs, cats, reptiles, and so on. However, it was crucial the mark remained recognizable as the HiJinx brand in any scenario.

Phase 2:

CREATING AN IDENTITY SYSTEM

After paging through dozens of sketches, a logo concept was selected. This particular mark was ideal for the vision, as the work mark and icon could work independently from one another and the icon was easily interchangeable for indication of products for dog, cat, fish, etc. The icon and word mark, when working in conjunction, give optimum flexibility for use in a large variety of applications and packtypes.

Phase 3:

CONCEPTING PACKTYPES

Central to our case study was the opportunity to explore some unique packtypes that are both functional and sustainable. The spectrum of possibilities was almost endless, varying from stainless steel subscription refillable treat trays to DIY self-assembled pet houses made from compostable corrugated materials. While there was a plethora of options to pursue, WFM identified a range of ideas from incremental to disruptive. For this case study, 5 of these ideas were structurally developed, designed and then brought to life with 3D modeling, serving as stimulus for further evaluation and product development.

Phase 4:

DESIGN EXPLORATION

Once a solid identity system had been created, it was time to explore some visual design possibilities to flesh out a family of concepts and develop the brand. After evaluating the competitive landscape, the team began exploring a diverse group of options to develop the mood and tone of voice the brand would embody. The five different concepts that follow began the conversation, identifying overall aesthetic and specifics including typeface choices and color palettes, WFM identified Option B as the lead direction to build from for additional product ideation. What follows are concept renderings for products that could be evaluated for inclusion in the HiJinx brand.

ARTISAN BUFFALO JERKY TREATS:

To virtually all pet owners, their furry friend deserves only the best. With “human-grade” pet foods and treats significantly on the rise, “small batch” and artisanal treats are a hot commodity in the marketplace. Why stop at jerkies made from chicken and beef? The idea for artisanal jerkies that already may be present in stores could be taken even further by offering varieties from more exotic and unconventional meats like buffalo, salmon, and rabbit available in a resealable packtype made from recycled materials.

FELINE FUN FACTORY:

Now here’s a box your cat will love and you’ll actually want to keep. Corrugated packaging materials that once assembled, become a unique playhouse for your feline friend. A scratching area is featured on the back side of the playhouse in addition to fun peek-a-boo punchout holes that will keep cats entertained. Since the house is constructed from special corrugated materials, it is easily compostable and also biodegradable.

STAINLESS STEEL REUSABLE TREAT TIN:

Get your pet’s favorite treats or try a variety of something new in this returnable stainless steel treat container. When it’s empty, return it to be cleaned, filled with your next order, and returned with a custom label.

Dividers inside tin fold up and lock in place so tin is easily segmented into separate compartments or can remain down to use as one large compartment.

SUPERIOR QUALITY FOOD:

Cook for your furry companion with a meal subscription kit. The kit includes human-grade ingredients and comes in a variety of recipe options like Steak with Broccoli or Chicken with Roasted Potatoes. The subscription kit includes all necessary ingredients needed to prepare the meal and a recipe card. Options include recipes for special occasions like birthdays and other celebrations.

REUSABLE FISH & REPTILE FOOD GRINDER:

Freshly ground food for your aquatic and reptile friends. Refill the custom grinder and deliver freshly ground food in perfectly sized pieces for your fish and reptiles. The grinder features a stainless steel grinder with a glass body so it’s designed to last. This grinder would also be available via subscription refill service, similar to the stainless steel treat tin. Once your pets are ready for more, just send back the grinder and it will be cleaned, refilled and shipped back to you.

COLLAPSIBLE SILICONE TRAVEL CONTAINER:

Hook this flexible silicone treat container on your bag when you’re on the go. Easily refillable, you can load it up with your pets favorite food and pour it in controlled portions with the detachable spout insert. You can also remove the insert to fill it up with larger treats like bones or jerky nuggets and just open the lid and pour one out. The container is also air-tight so it can be filled with water and used as a portable water dish. When it’s time for storage, just collapse the container and tuck away in your backpack or cabinet.

We hope you’ve enjoyed our conceptual case study! Thanks for looking.

SUMMARY:

HiJinx was created as a self-directed conceptual exercise exploring a pet product and supply company. These concepts were designed to demonstrate a disciplined innovation process in conceptual product development and result in a portfolio of new product ideas. WFM partners with companies large and small to bring product and brands to life with a design driven approach. We fuel our innovation and product development process with best-in-class stimulus and years of expertise which keeps the process focused, overcoming common barriers and helping to imrove your brand’s launch record.