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Cat Butler Welcome Kit for Beginners
Introducing the 'Beginner Butler Kit' (a kit consisting of products for beginner cat butlers).
The package design and interior components of the character ‘AYOBA’ with the character of ‘beginner’ include 3 types of existing CATSMORY products that have already proved marketable, plus a cat nameplate with character characteristics. Product development focused on the design of the products and packages that can be appealed to female butlers in a beginner level, who are in their 20s and 30s, which is the main target audience.
The kit includes:
-[CATSMORY] 3 pieces of wire-chews
-[CATSMORY] 1 sticky rice pompom ball (Catnip/Matatabi)
-[CATSMORY] 1 whale comb
-[CATSMORY X AYOBA Friends] 1 nameplate
Through two offline meetings, various possibilities were discussed. In particular, the meeting was focused on finding the point of where the brand direction that CATSMORY pursues and the character IP possessed by AYOBA Friends meet.
The point was the concept of a beginner-level butler (a person who live with a cat for the first time)'. There are beginners in every field and they need help. This is no exception to having pets as family members. Therefore, it will be an attractive product design if you create a character package with products that can appeal to novice butlers. In addition, I think that synergy through collaboration is the highest result we can expect.
The detailed goals of the design are as follows:
1. Design that actively utilizes production infrastructure
2. Design that considers the characteristics of consumers (the main targets are females in their 20-30s)
3. Product composition in a reasonable price range
Through this project, we were able to resolve the vagueness of product mass production, and we discovered that new value can be created through collaboration. The goal of this design and production was to create mass-producible products. So, although many ideas were excluded and the approaches were limited, we expect our designs to be actually delivered to users.
It was my first collaboration, but it was nice to be able to collaborate with a designer whose image match well with our brand. After this collaboration, we are planning to conduct additional collaborations, and related discussions are planned. Both designers and makers have strengths in coming up with win-win ideas. I am grateful for collaborating with a good designer, and I believe we found the point where their charcters’ feasures and our brand matches well.