Pawz

Company or website name

Pawz

Describe your company and organization and target audience

VISION & MISSION
Pawz’s vision is to give pets and their owners the freedom to enjoy life to the fullest. The company’s mission is to design and market innovative pet products that enables new desirable experiences for both the pet and their owners.
PHILOSOPHY
Pawz believe that by enabling different activities between the pets and their owners at home, on-the-go, and in a variety of different environments, we can improve the overall health and happiness of this world.
• Pets and their owners’ relationships are unique & special – Understanding their relationship and activities is key to crafting the right solution(s) and experience(s)
• Knowledge is the fuel to health & happiness – Knowing how, when, and what to feed your pet can help minimize trips to the vet, and allow healthier and happier lives
• Healthy activities – user-/pet-centric priorities based on activities allows for unique and desirable experiences… etc.
CORE VALUE
• We are customer-/pet-centric – Everything we do starts with the customer and their pet(s) as the primary source of inspiration and truth.
• We listen & observe – We listen and observe to our customers, their pet(s), associates, and vendors to find ways to improve our products, solutions, people, and processes.
• We are innovators – We find unconventional ways to deliver new and/or unique value-added experiences that are desirable for our customers and their pet(s).
• We have integrity – Our integrity is more important than short-term profit and we are open/honest with our employees, customers, partners, vendors and our stakeholders.
• We are continuously improving – We continue to improve in our company, products, and ourselves to enhance our ability to grow together… etc.



TARGET AUDIENCE:
Segment 1: Maternal Marthas
• Of all the segments, Maternal Marthas treat their dogs most like their own children and have a super-strong emotional connection with them. The beloved dog of a Maternal Martha is most likely to stay inside, both day and night
• 48% of Maternal Marthas let their pet sleep in the bed, 23% let their pet lay on the furniture, and 38% are more likely to take their pet with them while traveling
• Compared to the other segments, they allocate the most of their household budget to their dog. That makes perfect sense because they tend to buy a spontaneous gift for their pet

Segment 2: Techno Trainers
• As the their name implies, Techno Trainers are early adopters of technology, more so than any other
• Techno Trainers love their dogs just as much as Maternal Marthas, but they believe they have a responsibility to train and socialize their dog. They are happy to try new technologies with their dog and are the fastest growing segment
• This group believes in being proactive and responsible dog owners (and that can mean a happier dog-friendly world for everyone)

Segment 3: Recreational Rookies & Junkies
• These fun folks appreciate the utilitarian and purposeful aspects of dogs. You’ll see these dog owners running, hunting with their dog, entering them in pet shows, competing in agility trails, and encouraging their dog’s natural skills like guarding, herding, and retrieving. This groups tends to include younger men but not always.

The design should have the following

BRAND ESSENCE / VALUE / DIFFERENTIATORS / PERSONALITY
• Brand Essence: Empowering Pet Owners & Their Pets

• Brand Values (What the customers see and feel during their contact with Pawz products)
o Community – we create experiences that support pets and their communities
o Innovative – we thrive on creativity and ingenuity to challenge existing alternatives
o Integrity – must be good value for money in quality and usibility
o Fun & Functional – we look to add a sense of fun, while being functional for our users

• Brand Differentiators (These support your brand purpose and are what make your company capable of delivering on your brand promise. It should be 100% unique to your company. For example, the Apple Genius Bar is something that is exclusive to Apple.)
o Product or Service Superiority: Your products and services are better than the competition in solving unique scenarios that are in need for the pet and their user. Pawz sets the standard of quality in its industry.
o Technological Advantage: Smart application of hardware/software design and engineering to deliver on a set of desirable experiences.

• Brand Personality (The uniquely human way your company comes to life. When defined, it usually includes human traits. Exercise: ask yourself how your company emotionally connects with your customers.
o Integrity: Down to earth and honest
o Excitement: Cheerful, imaginative, up-to-date
o Competence: Reliable and intelligent
o Sophistication: Beautiful yet functional
o Ruggedness: Masculine (not to turnoff females) and has enough ruggedness for outdoors

This logo will be used for

• Online (Website, facebook etc.)
• Print (business cards, letterheads, brochures etc.)
• Television/screen

This design should not have this in the entries

Should be pet agnostic. Don’t highlight a specific type of pet. Okay with a paw being included, but specific animals should be avoided. No Comic Sans font.

What style of logo would you like?

Colors to use in the design

Logo must look good in just black and white. Product is intended to for home and outdoor use, color of the logo should reflect that, recommend warm greys to golden browns. Will accept other colors as long as they reflect the home and outdoor intent.

Briefly describe your contest

Pet Tech startup looking for New Logo!