DOGTREE Brand Rebranding & Digital Experience
Project Goal
To transform a 25-year-old traditional pet treat brand into a digitally-native, emotionally resonant E-commerce platform.
1. Visual Design Detail Analysis
The visual identity was redesigned to bridge the gap between "Traditional Reliability" and "Modern Digital Aesthetics."
-
Logo Symbolism: The new logo retains the "Tree" silhouette but constructs the canopy using geometric shapes that represent various pet treats.
-
Logotype Geometry: The custom typeface incorporates "Cat Ear" curves in the letterheads and "Dog Tongue/Leaf" shapes in the terminals to symbolise the harmony between pets and nature.
-
Colour Psychology: A refined "Natural Green" palette was chosen to evoke feelings of health, safety, and high-quality organic ingredients.
-
Imagery Direction: Photography focuses on high-contrast, reflection-free product shots and candid, "empathy-driven" lifestyle photos of pets and owners.
-
Sustainable Packaging: Shipping boxes were redesigned using shallow, eco-friendly cardboard to align with the "Natural Style" brand positioning.
2. UX Logic & Flow Optimization
The user experience was re-engineered to move beyond a simple "Add to Cart" transaction toward a "Pet Care Journey."
-
The "Pet-First" Onboarding:
-
Logic: Instead of a standard sign-up, users are invited to create a "Pet Profile."
-
Data Integration: By tagging age, weight, and allergies, the system automatically filters and prioritises suitable products on the homepage.
-
-
Engagement-Driven Architecture (The 3 Pillars):
-
Shop: Simplified navigation (Dogs/Cats/Toys/Care) with a "One-Click Reorder" feature based on past consumption rates.
-
Diary: A social networking function where owners share "Pet Diaries," fostering a sense of community and brand loyalty.
-
Classroom: An educational hub providing expert knowledge on pet nutrition to build long-term authority and trust.
-
-
Dietary Reporting Loop: The system generates monthly "Diet Reports" via email, analysing the pet's health trends and suggesting specific nutritional supplements.
3. Target Persona
-
Profile: Independent women (aged 30-40) living in metropolitan areas (e.g., Tokyo).
-
Pain Point: Busy schedules with a need for efficient, mobile-first shopping experiences.
-
Emotional Driver: Viewing pets as "Silent Best Friends" or "Children," prioritizing their health and quality of life.
4. Deep Dive into Design Solutions
4.1 Digital Evolution of Visual Identity
To overcome the limitations of the traditional brand in digital environments, we implemented the following detailed treatments:
-
Geometric Logo Reconstruction:
-
Core Elements: The original "tree" silhouette is preserved, but the leaves are replaced with geometric blocks representing various pet treat shapes.
-
Digital Optimisation: Lines were thickened, and strokes simplified to ensure high recognizability on mobile devices (App icons) and small interface elements.
-
-
Typography with Emotional Semantics:
-
Design Details: "Cat ear" curves were integrated into the letterheads, and "dog tongue/leaf" rounded arcs were added to the terminals of the custom logotype.
-
Brand Tone: A typeface with a sense of weight and warm lines was selected to balance the rigour of "professional health food" with the approachability of a "pet brand".
-
-
Colour and Imagery Strategy:
-
Colour Palette: "Natural Green" is used as the primary colour to communicate the quality promises of no additives, domestic production, and health.
-
Imagery: Photography focusing on "lifestyle atmosphere" and "empathy" was chosen, moving away from rigid cutout images in favour of warm, interactive pet photos.
-
4.2 UX Logic: From "Transaction" to "Companionship"
The website was redefined as a "Pet Health Steward" rather than just an e-commerce platform.
-
Personalized Onboarding & Guidance:
-
Pet Profile: The first step for new users is to create a "Pet Profile" that includes breed, age, allergies, and dietary preferences via tags.
-
Smart Filtering Logic: The system uses profile data to automatically push products that are "safe" and "suitable" for that specific pet to the top of the homepage, reducing search time.
-
-
The Stickiness Loop:
-
Diary: Owners can record daily life and diet, with the option to share publicly to build a community with other female pet owners.
-
Analysis: Based on purchase history and profile data, the system generates a monthly "Diet Report" via newsletter with personalised nutritional advice.
-
Classroom: The "Pet Nutrition Classroom" transforms product purchasing into a health-education experience, building brand authority.
-
-
Seamless Mobile Experience:
-
Focusing on busy metropolitan women, the App optimises "One-Click Reordering" and "Out-of-Stock Notifications" to facilitate quick purchasing during fragmented commute times.
-
4.3 Extending Offline Touchpoints
-
Emotional Connection through Packaging:
-
Shipping Box Design: High-quality brand patterns are printed on shipping boxes, which periodically feature "Pet Testimonial Stickers" (with user consent) to make unboxing an emotional surprise.
-
Product Development: Specialised groceries and high-quality sundries designed for female owners (such as pet plates or mugs) were developed to increase the sense of brand belonging in daily life.
-
Dogtree
Dogtree is a small-to-medium-sized pet food e-commerce website targeting young Japanese working women aged 25-35.
The original website did not target young working women as its primary audience, and its style and overall visual appearance were relatively traditional. A new brand strategy was developed after conducting behavioural analysis and research on the target audience, emphasising the precious time spent by pet owners with their pets each day. The concept of "一緒に過ごす時間を大切に" (Cherishing the time spent together) and "Every moment with you" was adopted as the core of the brand image.
Considering usability and affinity, the mobile app's interface and the website's order process were redesigned. The amount of text was reduced, and visual representation through graphics was used instead. Vibrant, youthful colour tones were chosen for use. Additionally, social sharing features were added, allowing unfamiliar young female pet owners to share photos and stories of their pets on the website, thereby increasing brand loyalty and interactivity.