The Focus
After our success with Bowlers, the Allana Group approached us with another exciting task: creating a distinctive cat food brand identity for their new entrant in the space: Purrfeto, by breaking category norms and celebrating cats as adventurous, well-travelled personalities.
The visual system had to be Mediterranean inspired, leveraging Italy's cultural connection with cats.
Our team was entrusted with the feat of creating an engaging visual story for packaging system that resonated with modern pet parents – both first time and returning buyers alike.
The Design
The Elephant team created a playful, hand-crafted logotype where each letter cleverly incorporates feline elements - from the 'P' forming cat ears to the 'F' depicting a tail.
We developed a charismatic Bengal cat mascot that embodies the brand's explorer-driven, 'citizen of the world' positioning while appealing to the pet parents' perception of cats.
Established a distinctive colour palette for the packaging, differentiating Purrfeto as the premium curated offering for the discerning pet parent.
The Story
When the Allana Group approached us to create their new cat food brand Purrfeto, they weren't just looking to enter the market – they wanted to disrupt it. As Bowlers sister-brand, Purrfeto needed to carve its own unique identity.
The Italian Connection
The brief called for something unconventional: a brand that would celebrate cats as active, adventurous personalities rather than the passive, domesticated pets typically portrayed in category communication.
Italy's relationship with cats runs deep - from the influences of the goddess Bastet in Ancient Italy to contemporary Rome, where cats roam freely among historic ruins and are legally protected as 'biocultural heritage.' These felines embody a perfect blend of sophistication and freedom, much like our target consumers' own beloved pets. This rich cultural connection became the foundation of our Mediterranean-inspired design approach, lending authenticity to our 'citizen of the world' positioning.
Insights: Understanding Modern Cat Parents
Our research revealed a shifting paradigm in pet relationships. Today's cat owners pride themselves on understanding and accepting their pets' independent nature – the fact that cats "do their own thing" is celebrated, not simply tolerated.
This insight became our north star: create a brand that honours feline independence while delivering the premium quality these discerning pet parents demand.
The Cat as a Curious Traveller
Our solution revolved around the concept of "cats as explorers" – sophisticated citizens of the world. The brand identity began with a hand-crafted logotype, where each letter tells a story: the 'P' forms distinctive cat ears, the 'F' transforms into a playful tail, and a fish motif nestles between the 'T' and 'O'. The curve of the logotype mirrors a cat's graceful repose.
For our brand ambassador, we chose the Bengal cat. This charismatic mascot appears across all brand touchpoints, embodying Purrfeto's "citizen of the world" positioning.
Within the constraints of limited packaging space, we crafted a narrative that speaks directly to cat owners' hearts. Every visual element - from the Bengal cat's knowing gaze to its poised posture - reflects intimate feline behaviours that cat parents immediately recognize that subtle tail flick of curiosity, the alert ears catching distant sounds, the graceful confidence in every movement. These aren't just design choices; they're loving observations of cats being cats.
Royal Hues and Playful Notes
The brand's signature palette combines royal purple with deep blue, creating a distinctive look that stands apart from category norms. Typography follows suit, with the main playful Boogaloo font dancing alongside geometric Roboto and Dax-bold, creating a perfect balance of whimsy and sophistication.
The Passport to Adventure
The packaging system brings our cats' thrilling, curious, seeker-of-experiences narrative to life. Each pack features our Bengal mascot in various adventurous scenarios, complemented by travel-themed elements and a "stamp of approval" that playfully says: Feline Strong, Feline Good.
Variant colours maintain individual personality while staying true to the overall brand architecture. Other key information comes in an easy-to-follow iconographic format at the base, from key promises to suitability.
A New Chapter in Cat Food
The resulting brand identity successfully breaks category conventions while maintaining premium positioning. Through this comprehensive design system, we've helped establish a brand that truly understands and celebrates cats – not just as pets, but as the independent, adventurous personalities their owners know them to be.
