Cesar Curations
About
Proposal for Cesar for 2034 with a focus on the curated experience between dogs and humans. Group Project with Zachary Gibson and Justina Han.
Brief
Help create the Cesar brand of 2034 by rethinking its brand and visual identity to create new opportunities for pets and their parents. By focusing on a range of brand touchpoints, students will discover current and long-term opportunities for the brand.
Brand Identity | Packaging
Cesar x ArtCenter College | 14 Weeks
In 2034, Cesar is the ultimate curated dog food and pet lifestyle brand of the future.
How do we get there?
Who is Cesar?
Cesar is a dog food brand focused on wet, dry and refrigerated food, known for their small packaging and easy portability.
A Leader in Wet Dog Food
Cesar offers different products at a variety of price points. Committed to giving dogs real high-quality meals that go beyond what then sounds real and looks real.
Aisle Analysis
Our group went to several different pet stores including Petsmart, Walmart, Target, and Petco to look at how Cesar products were positioned on the shelves.
Insights
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All of the packaging is so busy that it is hard to find dominant color and everything meshes.
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Cesar not found in the fresh fridge section at any store visited
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Cesar's black packaging makes it recede into the darkness of shelves
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Cesar & Purina have extemely similar palettes with the exception of the red
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Cesar products located in the back of Petsmart & Petco stores, and categorized under "Value Brands"
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Cesar was no where to be found in the "premium" sections at Petsmart & Petco
Cesar
Purina | Cesar
Iams | Rachel Ray Nutrish
Portable Cans for Healthy Eating
In 2034, we envision a world where you can take your cherished pup with you wherever you go. This means having available dog food that is convenient yet nutritious without having to struggle with excessive packaging or preparation.
A Freshly Canned, Personalized Meal for your Dogs that can be Taken Anywhere
Stack and Lock Mechanism
A freshly canned, personalized meal for dogs. Cans can stack and click together if you need to carry multiple meals for the same dog, or for different dogs. Different sized cans for dogs with different portion requirements. Flexible Modular System that gives the user more freedom to curate their own experience
How Does the Locking Mechanism Work?
Our Future for Cesar is
Fresh
Consumers are looking towards food quality, nutritional value, and portion sizing as alternative means of pet care.
Accessible
31% Gen Zers would take a pay cut for a job with flexible hours so they could spend more time with their pet
Curated
More and more people are selecting food and treats based on their pets’ dietary restrictions or their own values and diet
Taking What Already Works
Cesar's Wholesome Bowls are a popular choice for pet parents wanting freshly made meals for their dogs.
However, these shallow, plastic bowls that come with a single-use plastic seal aren't eco-friendly, easily storable, and don't stand out on shelves.
How can we Help Align the Cesar Wholesome Bowls for Future Pet Parents of 2034?
Brand Visual Identity
Curated
To curate is to show love through meticulously crafted services for those who matter most to us. After all, to love them back means providing only the best.
Using the shape of the bowl to represent the fresh, handcrafted feeling of genuine food. We want consumers to feel that every product is carefully curated for all pet and pet parents.
Evolving the Premium Aesthetic
As consumers feel increasingly overwhelmed by choice “less and better” remains important. We believe that Future Luxe will be neutrals with subtle textures, metallic accents, or unexpected pops of color
Cesar's Primary User in 2034
Emily
25 | New York, NY
Emily is a photographer who documents her travels with her favorite furry companion, Cookie.
Emily uses TripAdvisor x Cesar to look for pet-friendly hotels and airlines
Richard
75 | Burbank, CA
Richard is a retired schoolteacher who spends his time indoors with his dogs Max and Leo.
Richard buys Cesar Wholesome Bowls because he values health and nutrition.
Can Surfacing Details
Exploring surface detailing for our new surface cans and trying to find a signature design style for Cesar's new packaging that can work with our new custom labels.
Curated | Minimal | Quiet Luxury
Premium has Ceased to be a Meaningful Selling Point
159%
Increase in pet food brands on the market since 2011, totaling 961. — GFK, 2022
Cesar currently positions themselves as a premium dog food brand, but in such an oversaturated market, premium has become meaningless to consumers looking to prioritize pet health.
Curated Cuisines
1. Connect App to Pet Health Profile
2. Locate Nearest Curator Machine
3. Bring Old Cans
4. Deposit Old Cans
5. Machine Scans NFC Chip
6. Receive New Cans
Introducing, Cesar Curations
Cesar will not just be a dog food brand but instead, evolve into a growing lifestyle brand.
Curated Cuisines Experience
Users set up a custom profile that shows their dogs curated diet profile and also allows them to locate the nearest curator machine on a map.
The App allows home users to track the the amount of ingredients left, and can automatically order refills.
NFC Link
The NFC chip embedded on the back of the cans can be used to read the curated profile associated with a can, or to link a new can to a curated profile.
Linking the can allows for easy refills at in-store refill stations and for getting more detailed information on a can you have at home.
Curated Cans
Customized meals based on individual dog profiles. Vets and dog parents can set dietary recommendations and restrictions via the app.
Pet owners can request for refills every time they need, experiment with different flavor palettes, and receive diet recommendations based on their pet's health and biometric data.
One Identity, Two Distinct Products
Prepared Palates
Curated Cuisines
Prepared Palettes are fresh meals that are a convenient grab and go option that don’t sacrifice quality and taste. They also fit seamlessly into the curated cuisine eco-system and accessories.
Curated cuisines take all of your dogs health information and routines to create meals specifically formulated to meet their needs. They also enable portability through a stack and lock system that makes traveling with your dog or dogs easy.
Ease of Use and
Portability
Great Variety of
Tasty Flavors
Quick & Healthy
Meals
Ease of Use and
Portability
Circular take-back System
Customized
Nutrition
Visual Development
2034 Cesar Brand Experience
Re-imaging where our Cesar Curator canning machine can live and operate. We envision a world where customers will be able to try out fresh, new flavors and exchange cans at their local Cesar boutique.
Initial Ideation
I first started exploring various packaging options ranging from sustainable on-the-go alternatives of Cesar's current plastic packaging to different in-store branding experiences. Our group decided to focus on three main opportunities we identified after conducting our market and trend research.
How can we utilize personal data
to help improve pet wellness?
Smart feeders and collars are now allowing pet parents to monitor their pet's heart health, position, activity, appetite, behavior, and whereabouts to detect early changes before any severe issues arise.
How can technology enhance
the retail experience?
QR codes and AR experiences can educate the user on product details including information about sustainability, food sourcing, and ingredients. AR experiences can also provide fun “easter-egg” games for users to discover on fun packaging
Travel Ready
Travel-ready packaging that can be folded up to store your dog’s meals on-the-go. This packaging can also serve as recyclable/disposable plates your dog can eat from without parents having to worry about bringing their own bowls.
Cesar customers, dog owners, and community members are all welcome to congregate and bond over their shared love of our furry companions.
Community Space for All
Brand Touchpoints
The space introduces Cesar to a new generation of dog owners where they can browse food flavors and merchandise.
Real Time Fresh Food
Each location will act as a hub for Cesar customers to drop off old cans and refill on new flavors curated and canned right in front of them.
Tasting Experience
Owners can bring in their dogs to try out new flavors and discover their dog's signature taste profile
Curated Cuisines,
Customized Meals
Prepared Palettes
Crafted Dog Meals.
Accessible Cans for Everyday Feeding
Help the world become a more dog friendly place by creating multiple channels for users to access freshly curated meals wherever they go.
Cesar will use your dog's biometric data to create personalized, nutritional meals. Users will participate in a sustainable take-back meal system that will make fresh food even more accessible. I started off with exploring different endcap ideas for retail, and ended up designing an entire future store experience
How Can Retail be a Humanizing Experience for Both Humans and Dogs?
Brand Drivers
For Cesar to maintain their position as a pet food leader into 2034, we have selected drivers that focus on putting dogs and their humans first.
Curated
Premium | Customized | Specialty
Nurturing
Loving | Caring | Healing
Balanced
Holistic | Health | Natural
Connected
Inclusive | Together | Community
Genuine
Authentic | Trustworthy | Reliable