Page 140 - Visual Marketing
P. 140

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).

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