Page 140 - Visual Marketing

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

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 graphi-
cally. Its packaging, website, trade shows, and
product are consistently edgy, with gritty back-
grounds and clever copy lines with massive dog
heads peeking over packages and around walls
(of trade show booths).

119 V I S UA L M A RK ETIN G