56. Breaking the Cutesy Barrier: Creating an Urban Chic Niche in an Existing Market with Displays and Packaging

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Millions of people are dog lovers, but some are turned off by the cutesy and childish accessories that are sold in the marketplace. Fuzzy Nation wanted to break through to people who would be drawn to its “urban chic” accessories and handbags centered on the canine. The company works with the Art Department to tell its story graphically. Its packaging, website, trade shows, and product are consistently edgy, with gritty backgrounds and clever copy lines with massive dog heads peeking over packages and around walls (of trade show booths).

Why It Works

In creating its line of doggie-centric high fashion, Fuzzy Nation has created a niche. Dog lovers aren't forced to wear cartoon Snoopy shirts and carry teenaged girls' purses to show their love of poodles and pets. The Art Department furthered the message by designing its funky dog bone cross logo and its borderline biker website. They've elevated loving dogs to a coolness factor of 10.

“Our goal is to make sure our packaging works well as point of purchase (POP) in the store from all angles, to keep it upscale and engaging—which we achieve by using lots of white space with punches of warm red and black,” explained Christie Grotheim of the Art Department.

Success Metrics

  • Fuzzy Nation has expanded to four licensees and is ...

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