Our client Aveve knows a thing or two about pet food and saw an opportunity to build on their in-store own-brand business by developing an irresistible proposition for their mid-priced cat food segment. After our success creating and developing their Charlie’s Choice brand, they came to us to help craft something special for cats and cat lovers out there.

Our strategy wasn’t exactly rocket-science. Our core mid-price consumer target buys with their heart and whose purchases reflect a simple desire they have to care and show love for their pet. This kind of straight-forward emotional connection is often triggered by a design approach created to melt hearts and formulate a brand who’s character itself is the brand. Hence the creation of Cilou, our precious little diva, the cat that demands your fullest attention and always deserves to be in the spotlight. Cilou personifies everything this brand requires, which was why our visual identity focused singularly on this fact and how we feel about her.

Simplicity became our goal which is why we looked to develop a design based on iconic, uncomplicated visual assets that create instant recognizability and unification across the packaging portfolio. Cilou herself was of course the perfect place to start. Sleek, slender and absolutely gorgeous, this eye-catching little diva with heart-shaped tail, together with soft pink heart device and dusky blue brand colour, is all our brand needed. Spread across multiple pack forms and product types, often accompanied flavour descriptors and colour coding, these assets were adapted dynamically and efficiently to form powerful consistency, and the clear guidance consumers need.

Here kitty, kitty.