Product: Our product is a flavored, all natural dog chew alternative to rawhide. Rawhide chews are REALLY unhealthy. Bleached with formaldehyde and or arsenic. Most importantly it's terrible for dog's digestive tracts.
Target Customer: Our target customer is more female centric but not exclusively so. Target age range is late 20's through empty nesters.
Socio-economic target range: Socio-economic target is broad and extends from Target - Walmart customer to Walgreens / CVS to mid tier to high end grocery like Stop & Shop, Giant, Publix, Kroger, up to Wegman's and Whole Foods. All in all, this customer is drawn to healthy products. Especially if there is no up charge for an "all natural" alternative.
Brand identity positioning: While selling a healthy, quality, all natural item, our attitude is more cute, funny, fun, and not too serious as major multinational corporations like Purina are. This is a fun product for dogs. They love to chew them. Carry them around. Play with them. The consumer always feels good buying these type products because the purchase is all about making their dog happy and stimulated. That's why you may want to include a dog cartoon version of Fabio with flowing long tresses for those Gen X'ers and Baby Boomers who will relate to the brand "I Can't Believe It's Not Butter (ICBINB). I included attachments of ICBINB and Fabio (and his hair). All that said, the relevance of the name, logo, and logo type have to stand on their own for millennials who won't recognize our play on ICBINB.
Packaging types. Primarily a stand up pouch where we will sell small sticks and large chew multi packs and also cigar banded singles. See attached pics.