Brand and packaging design for NECESO cat litter
NECESO
Dustless tofu cat litter, a first-time manufacturer
What we did
- Name, logo, tagline
- Brand communication guide
- Brand voice copywriting
- Packaging design
- Website design
(01) The task
The task
NECESO began with its founders' cats. They could not find a litter that suited their cats and their home, so they made one: a dustless tofu cat litter.
It was the company's first step as a manufacturer, in a huge pet supply market where margins count and the store shelf is noisy.
The brand had to be known, recognizable and attractive there, and the pack had to carry the product claims without just shouting louder than the competition.
NECESO’s founders had already collected the best cat products they could find. Litter was the one thing they could not find, so they made it.
We kept that story on the pack. The cat on the front is the founder’s own, and the text is informal and warm, the way the founders talk about their cats.
(02) The work
What we did
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01
Name, logo, tagline
A name chosen for its rhythm, brevity and easy pronunciation. A logo meant to remind people how good their cats make them feel. A tagline that states the benefit with a touch of humour.
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02
The founder's cat on the pack
The package is fronted by the founder's own cat, Nacha, instead of a stock photo.
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03
Claims a shopper can read
Every benefit statement marked with an icon, instructions in plain language, informal and warm text, and quotations about cats by famous people.
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04
Brand manual and website
A brand manual to keep the identity consistent, applied from the logo and marketing materials to the package and the website.
(03) The result
The result
- On the case page we published at the time: the founders were pleased with the look, the feel and the presence the brand gave the company.
Contact
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