First product line is focusing on Dog Treats (see below). We want to expand to other pets, so we prefer the logo to revolve around Trash 2 Treasure vs. dog characters. We will include dog images on the specific product packaging.
There isn’t a single pet owner that hasn’t experienced their furry friend behaving in a way that crinkles their nose, involuntarily evokes an, “ew, gross”, and causes them to question whether they will indeed ever accept a “kiss” from that mouth again. Remember that time when your pup stuck its nose in the trash can and knocked it over, proceeding to devour all edible and non-edible goodies? Of course you do! So do we. This is a universally accepted truth of pet ownership. That’s right, dogs do, and eat, gross things. We couldn’t think of our dogs not doing things such as eating poop, licking their private parts, sniffing butts, eating puke, drinking toilet water, investigating the cat litter box and eating trash!
That being said, dogs, like us, have nutritional needs. They’re a very much loved and adored member of the family, deserving of premium nutrients to maintain health and live a very long and fulfilled life and the star of cherished memories.
In staring at our four-legged family member devour the trash on the floor, we got to thinking who better than to tackle our planet’s food waste and challenged resources than this brilliant, albeit non-picky eater? In fact, we believe our dogs are more than just pets. They’re superheros going to battle for what they believe in. Our dogs would vote with their dollar if they could, so we should too. We’re on a mission to show that dogs can teach humans a thing or two on how to be more conscious consumers while having a blast doing it.
What do we mean by Trash 2 Treasure?
We see trash as highly nutritious ingredients coming from either pre-consumer waste streams, by-products from production or invasive species that are causing high degrees of damage to the environment . It’s our job to figure out how to combine these ingredients to create a treasured treat for our pups.
Pre-consumer: Ugly produce, Black soldier fly larvae
By-products: Lobster shells, Trash fish
Invasive Species: Green grab, Asian carp
This is the treat made from ‘gross’ ingredients that our dogs will eat to help solve some of the world’s largest problems. These treats will take on many forms (i.e., freeze dried, baked, dehydrated) dependent on the ingredients used.
Lobstah Biscuits, contains: Cricket flour, Ugly apples, lobster shells, kelp
All dog owners understand the woes of pet ownership, but cherish the good fun and memories often a result of insatiable curiosity and a desire to eat everything in sight
If they want gross stuff, let’s give them gross stuff packed with premium nutrition that tastes good (to them)
Our pets are powerful influencers who have the potential to evoke change for the better of the planet
Product attributes of importance:
Upcycled ingredients (we want to create a logo for this)
Sustainable protein sources
Millennial dog owners who have a sense of humor, care about the planet and the health of their pets as a loved family member. They are a mix between female and male and predominantly live in urban settings. They are eco-conscious, but aren’t attending earth day marches and publicly protesting climate change. They know they should care and love the idea that their dog can help them enact change!
We see a black, glossy bag with a white polaroid-type border for contrast. We think people in this target demographic really gravitate to the “meme” style.