A new product based on the idea that cats are finicky, unique and have personalities that should be reflected in their food. Pride was born out of this idea. Branding resulting in not only a main logo mark but a cast of characters each representing a flavor or form factor for easy shelf recognition and fun with exploring flavors. Because this is a premium product, care was taken to balance the whimsical illustration with a more sophisticated overall brand packaging. Identity was launched with wet food, pos, posters and an online quiz to determine which Pride cat is most like your cat’s personality. The brand has since been expanded into a kibble line.

Client: Nature’s Variety

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Creative Director/Design: Hilary Clements
Creative Director/Writing: Rachel Hamblin
Writer: Bonnie Lenzen
Designer: Ashley Thompson
Designer: Laura Hoeman
Illustrator: Rebecca Lee
Motion Graphics: Keith Fenter