Oma's Pride
Industry
Pet Food
Projects
Brandscape, Brand Book
Agency
Rebel Interactive
Role
Lead Designer
Oma’s Pride is a complete line of natural pet food products made expressly for people feeding raw diets to their pets. Oma's Pride products have been manufactured in and distributed from their USDA-inspected facility for over 20 years. They provide top quality, innovative products and educate those invested in the well-being of animals about the benefits of a raw, all natural pet food diet.
Brandscape + Brand Book
The Ask
A comprehensive Brandscape that outlines the current brand identity, analyzes the competitive landscape, and showcases key design inspiration and direction. This is paired with a detailed Brand Book, serving as a reference guide for maintaining consistency across all future design and branding efforts.
Process
I was provided with basic information about who the competitors were and categories to include on each board by the Strategy lead. In this project, I did a bit of the strategy work, which I thoroughly enjoyed and tied into my love of UI/UX Design.
A brandscape is like it sounds—a branding landscape. We look at the overall industry space and find competitors that closely match the client. We do this to determine potential problems and solutions in the client's design and messaging. The elements of creating a brandscape include showing the current existing brand, the client's competitive landscape, and providing designer inspiration and direction.
Mocking up the current brand was easy. Finding the competitor ads was challenging, but I was able to find them by doing a myriad of searches to get google to track my interests. (Let's just say I now get a LOT of ads for raw dog food in my social feeds!) I went to work on researching what I felt was working and not working for each competitor site from a design perspective. I then took the top two most successful raw dog food companies and compared their messaging and design to the current Oma's Pride brand.
Taking all of the research and design work I did for the Brandboard, I created the Brand Book. The Oma's Pride Brand Book was created to determine the design and messaging for redesigning the UI for the Oma's Pride e-commerce website.
The Result
The Brandscape and Brand Book gave Oma's Pride a clear view of their competitive positioning and opportunities for improving their brand presence. By comparing top raw dog food brands and analyzing design and messaging, I helped refine Oma's Pride's branding to maintain their "mom and pop" feel while effectively communicating their values. The Brand Book ensured consistent branding moving forward.