Pure Purrs
Pure Purrs are a cat litter brand who came in search of a brand identity that would help them disrupt the norm and become the number one choice for Gen Z and Millennial cat owners. The problem (or opportunity) was that most cat litter brands on the supermarket shelves are boring.
We as people are all individual brands, we pick and choose how and what we want to represent ourselves through. From the toothpaste we use in the morning, to the car we drive to work, everything is considered in our subconscious.
With this in mind, Pure Purrs was crafted for Millennials and Gen Z who will be spending their disposable income on this product. Their brand concept reflects their aesthetic and the brand they are building; a representation of their morals and self-identity.
We started the project by hand-drawing a grumpy ginger cat named Kitter, who embodied the attitude and tone of voice of the Pure Purrs brand. We spent time sketching to figure out what Kitter’s attitude was. Was he smooth and soft? Plump and lazy? Fluffy and a bit dishevelled?
The combination of direct flash photography and a unique typeface held attitude, with some subtle tweaks so the letters were reflective of cat ears. The goal was to push the brand further, and the illustrated mascot, Kitter, was the perfect addition. The Pure Purrs colour palette is bold, using black, white and bright colours to inject some fun and energy into the brand.
