CHALLENGE: Update a brand which visually became static. SmartyKat once owned the color purple at retail, but was copied by a majority of competitors. The brand lived at the mass retail channel (Target, Walmart, Grocery) and needed to captivate consumer attention within seconds.
SOLUTION: Created a brand look which paid homage to its purple origin, but added dynamism and energy with color, pattern and product feature icons. Developed a merchandising system explaining a cat's emotional, physical and instinctual needs – It created an arena where retail buyers accepted more product offerings and gave consumers more insight to purchase for their pets, ultimately increasing SmartyKat sales.
The design work carried through to packaging, catalogs, advertisements, social media, videos, ecommerce images, trade shows and in-store signage.
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After
