Project Info

Founded in the County Antrim countryside by Marie and Frankie Doherty, and still family-owned and managed today, Pure Purrs creates natural, eco-friendly cat litter that is as gentle on cats as it is on the planet – bringing together a love of pets, Irish heritage, and environmentally conscious innovation.

The Brief

The vision for the Pure Purrs brand project was to create a design that stands out from typical cat litter brands and resonates with a younger, Gen Z audience. Our goal was to craft a brand identity that feels natural, sustainable, contemporary, and disruptive – bringing personality, energy, and purpose to a product that reflects the brand’s commitment to pets and the environment.

Creative Process

Rapid’s creative process for Pure Purrs started with in-depth research of competitors and the wider market to identify where the brand could stand out. We started by developing Kitter, the brand mascot, and defining his personality, which became the foundation for every design decision – from typography and colour to layout and illustration style. Inspiration came from finding gaps in the market and taking a disruptive approach, guided by John Hegarty’s (BBH) principle: “When everyone zigs, zag.” 

Typography, colour, and layouts were playful, bold, and informed by Gen Z poster design, while copy and illustrations injected fun and personality into the brand. One of the main challenges was balancing this new, bold sub-brand identity with the Doherty Group’s long-established, more traditional tone, ensuring it could live harmoniously within packaging constraints while maintaining its distinct, joyful voice.

Collaboration played a key role in shaping the final brand. Kat helped source the perfect typeface, Marisa had the clever idea of naming the Pantones “Purrtones,” and Megan led the overall design. Kitter also evolved during the process – initially intended to be fluffy, the team guided her into a softer, more relaxed personality that better suited the brand. Throughout, creative instincts were balanced with practical needs, ensuring the design remained bold, market-ready, and delivered a brand that truly fills a gap in the category.

Results & Impact

The Pure Purrs brand comes to life through its illustration, type, and sub-mark featuring Kitter’s ears – giving the brand character and personality. It reflects Rapid’s “no red tape” approach, pushing boundaries in a category where most brands play it safe. By making the experience of buying pet products more enjoyable, the brand stands out and connects with audiences in a playful, memorable way.

Reflection & Learning

This project reinforced the value of exploring ideas broadly before refining the focus, and highlighted the potential of animation to bring Kitter fully to life. 

Our advice for designers tackling a brand identity is to trust your instincts and seek inspiration beyond your immediate environment, as Stu Watson famously advises: “always look outside your neighbourhood.”