Featured Case Study
Doskocil Manufacturing, Inc – DoskoSport Cases

Client Background
From its beginning in Ben Doskocil’s garage in 1961, Doskocil Manufacturing Company, Inc. has expanded to 1.5 million square feet of office, manufacturing, and distribution facilities. Doskocil, manufacturer of Petmate® pet products, is located in Arlington, Texas, USA. Logistically, the company is ideally situated in the heart of the Dallas-Fort Worth metroplex. A stalwart in the pet industry, Doskocil initially pioneered the production of plastic pet carriers for the American airline industry. Today, the company is the nation’s leading manufacturer and marketer of both plastic pet carriers and structural foam doghouses, as well as a leading supplier of cat products, soft pet bedding, and feeding and watering systems.

Product Branding Task
This case study highlights the design and development efforts which illustrate a key service we provide - Branding. This includes not only single product branding, but entire product lines. We were asked to develop an entire product category line-up for Doskocil Manufacturing. We developed this new line of gun cases using an innovative design that tied corporate branding throughout entire line up of new offerings. This was accomplished with tremendous input from our Industrial Design department; whom integrated new design features and material recommendations. The majority of the branding was conveyed through common styling and features that accommodated the unique requirements for the line. One challenge was incorporating these design features across the various shapes and sizes of the gun cases.

Since Doskocil required consistent styling and incorporation of features across the entire product line, the cases share a common elliptical badge design and placement. This serves as the focal point for each case carried under the Doskocil brand name. A similar badge was also applied to the nose and zipper pulls for each product. A high impact, hard shell encases the critical protection points and reflects the product line's logo, graphics and packaging. The quilted, PVC lined water and snag resistant materials allow for shock absorbent padding and collapsibility for storage. Every detail was considered in the branding effort including color/camouflage and accessory accommodation. This allows customization of the case's appearance and utility while retaining the ever important brand elements/identity.

The "X" Shaped high-impact, hard shell plastic was also incorporated in the lines identity. The material provided a durable and intriguing finish through the attractive gun metal logo applied to each case. The sturdy 600 denier PVC lined water resistant fabric and rigid foam underside assurs rigid protection for the contents. The accessory pocket includes padded dividers and zipper pulls with the application of the brand badge.