CONCEPT STATEMENT
SMILE! is passionate in what they do and is always striving to improve the life of pets and their owners, because SMILE! believes that happy pets brings out the good in humans which leads to a positive world. As a globally recognized and responsible brand they take up the challenge to inspire people in living a more sustainable lifestyle. SMILE! is always there for you and your pets, whoever, whenever and wherever you may be.KEY ATTRIBUTES: approachable, refreshing, practical, responsible & positive.
LOGO & TAGLINE
SMILE! reflects Pedigree’s distinct color palette, with a touch of refreshing friendliness that is expressed through the rounded logo wordmark.
COLOR PALETTE
SMILE! continues to use the trademark of Pedigree’s yellow to familiarize the new sub-brand to the new market. Tertiary color palette is used in the system to color code the different flavors in a consistent way.
TYPOGRAPHY STYLE
Slab serif display typeface as a way to connect back to Pedigree’s root while combining it with a rounded san-serif typeface to visualize the brand’s easy-going and approachable image.
GRAPHIC ELEMENT
Speech bubbles combined with the dog illustration to vocalize and personalize the characters.
PATTERN
Taking elements from the logo and other visuals that are associated with dogs to apply to the identity.
ICONOGRAPHY
Uses icons to illustrate the product benefits and the new brand ecosystem.
MATERIAL
Applying durable materials to support the refill system and reduce single-use plastic waste.
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