Packaging System

As the primary physical manifestation of the Kitzy brand, the packaging needed to accomplish two main objectives: inspire customer trust with only the most important, easily read and “digested” information, and, spark an instant emotional connection with a cat parent. What we feed our pets is one of the most important responsibilities of being a pet owner and cats are notoriously fickle in their tastes, so nurturing trust and connection with the brand was paramount to its success.

Despite our human delusions of grandeur, all cat owners know that our home is actually our cat’s world that we happen to be lucky enough to inhabit it as humble servants. This is the world that we see through the Kitzy lens. Each flavor and format grants a unique glimpse into the Kitzy realm where happy, confident feline friends rule. Illustrated houseplant vignettes frame each of our heroes, living a life of comfort in a cozy, abstracted home setting. The playful color palette imbues each scene with a touch of imaginative whimsy while clearly distinguishing flavor.

Digital Brand Experience

When creating Kitzy’s online presence, the same brand mission applied: make the value and quality clear, and earn customer attention and trust while celebrating happy, healthy felines. Simple iconography, straightforward product claims, and purr-fectly crafted copy help to seal the deal.

Art Direction

A cast of fine feline talent descended upon the set and brought new meaning to the phrase “herding cats”. Kitzy models are intentionally diverse: of all ages and breeds, and portrayed living the very best of their nine lives, whether lounging in their living room or getting ready to tuck in to a bowl of kibble.

Credits