Charlie Care – A New Side of Rehabilitation for Animals
Environmental awareness ranks among the foremost values of the Finns. Add to this the traditionally thoughtful approach to the production of any product, and we get an excellent foundation for developing a new brand based on empathy towards living beings in general and pets in particular.
We developed the brand for the flagship product in the Charlie Care product range. Charlie is a team of scientists from the University of Turku who came together to create the very best rehabilitation products for dogs of all breeds.
An unusual typeface, simplified lines, bright natural colours – even dog collars can look light and contemporary.
The Finnish company Charlie Care is a team of scientists from the University of Turku who came together to create the very best rehabilitation products for dogs of all breeds.
Modern technologies and materials are used to create them, and a continuous R&D process makes it possible to keep improving the products.
As part of the project research, the agency’s working group studied the trends and specifics of the market for animal rehabilitation products.
The aim of the research was to determine the positioning and perceived image of competitors in their communications, of which packaging is the key element.
The company’s new development is a textile rehabilitation collar for dogs, created to replace the traditional cone made of transparent plastic. And it is not just a practical item but a genuine fashion accessory, designed like a work of art. “World’s first empathic veterinary goods from Finland” is a bold statement. It is backed up not only by the product’s characteristics but also by the personal convictions of the founders, who are the owners of a charming bull terrier called Charlie, chosen as the brand character.
We were inspired by the harmony between man and nature that has been an integral part of the Finnish character since ancient times. Incidentally, Finland is a country of nature lovers and a world leader in animal rights. The first society for the protection of dogs and cats was founded here back in the 19th century and still exists today. We created a graphic style and signature patterns that became the basis for the design of the collars and then formed the foundation of the identity.
Charlie “tests” all the collar models, and with his help they become as comfortable as possible. From a medical necessity, the rehabilitation collar becomes a fashion brand that reveals the owner’s individuality. Another important component of the new brand is its focus on collective work to improve the product. Customer feedback makes it possible to take into account the characteristics of each dog breed and to understand the nuances of using the products in different situations.
The “Finnishness” of the product lies not only in its durability and convenience. It is also expressed in a recognisable Scandinavian design made up of an unconventional “folk” typeface, simplified lines, bright natural colours and a stylised image of Charlie, which helps to demonstrate the design options in the range.
In addition, eco-friendly packaging made of recycled fabric was developed for the collar – simple to produce and convenient both for veterinary clinics and for individual customers. This zipped canvas pouch continues the idea of a fashion accessory, and the pattern on its side tells you which collar is hidden inside.
