Dog-care brand, Bark has developed a new purpose-lead product range of dog food. Not only do Bark give partial proceeds to dog charities (a cause that is near certain to be close to their customer’s hearts). They have also centred each variant around an American city or state, with proceeds going to that area’s dog charity. Not only is this an opportunity to speak to customers in a more focused way, it also offers great inspiration for flavours and packaging design.
Letting a customer support local, whilst giving to a cause close to their hearts is very compelling. Is there an opportunity for you to release multiple variants of a new product, each centred on a geographical region or city? Variants could be inspired by local cuisine, a famous figure or a stereotypical design-style. This method might even be used as a customer recruitment tool, effectively being a way to niche down to multiple different smaller markets, whilst keeping your brand and product fundamentals intact.
Image Credit: Bark