Brand Design for Service Expansion

The diploma thesis addressed the design of a brand for service expansion at Amore Sandys Yakutian Laika kennel. The brand will help the company enter the market, address the target audience, and successfully present new services and products. The diploma thesis is divided into two parts, the theoretical and the practical part.

Problem

The diploma thesis addressed the design of a brand for service expansion at Amore Sandys Yakutian Laika kennel. The brand will help the company enter the market, address the target audience, and successfully present new services and products. ** Amore Sandys Yakutian Laika kennel** is a company that presented itself on the market solely through the sale of pedigree dogs of the Yakutian Laika breed. This activity represented the only source of income.

With the expansion of the offer to include the sale of products made from dog wool and hiking with dogs, it is necessary to design a brand that will present the new products on the market.

Solution and Method

The diploma thesis is divided into two parts, the theoretical and the practical part. In the theoretical part, they researched the essence of the brand, its characteristics, the method of registration, and classification. Great emphasis was also placed on brand sustainability, they reviewed examples of good practice (Pedigree dog food), researched and defined the target audience, and studied the competition.

They designed two personas representing customers in the company who participated in their questionnaire. They thoroughly familiarised themselves with the company and studied it, and on this basis determined an appropriate vision and positioning statement. They described the process of creating the logo and researched the significance of typography in it.

They examined the foundations of appropriate packaging, which plays a significant role in presenting the brand. In the theoretical part, they also researched the history of Amore Sandys and described their beginning on the market. They described the breed and determined the significance of services and products in the company.

In the practical part, they designed an appropriate graphic identity for the company that will support and help the new products and services when entering the market. The thought process or brainstorming with various sketches is presented. The colours, typography, layout, pattern, and negative version of the logo are shown, which will represent the new form of the company and is therefore a very important factor.

The newly created logo and pattern were implemented on various printed materials, such as letterheads, business cards, and envelopes. They also placed it on wool products and on social networks such as Facebook and Instagram. Finally, they placed the new identity on promotional products such as clothing (hats, T-shirts), fabric bags, and gift bags of various sizes.