Purr
Info
Purr is a self-initiated brand concept for natural cat food, exploring what pet nutrition could look like with a little more personality. Built around simple ingredients and the wonderfully strange character of cats, the concept brings together identity, packaging and art direction in a brand that feels wholesome without being overly wholesome. At its heart is a playful visual language designed to make Purr feel just as expressive as the pets it’s made for.
Year
2023
Client
Self-Initiated
Services
Brand Concept & Identity, Packaging Design, Art Direction
Role
Art Director & Designer
Natural pet food tends to speak the language of health first and personality second. Purr flips that balance, pairing straightforward nutritional cues with bold typography, loose illustrations and cats that refuse to behave like polished brand mascots. Soft pastels keep the world warm and approachable, while oversized type and playful compositions bring in just enough mischief. Across packaging and campaign applications, the system stays simple and flexible—leaving plenty of room for Purr’s personality to come through.
Purr became an exercise in building a brand around character rather than category conventions. The result is a pet food concept that can talk seriously about what goes into the bowl, without losing sight of who’s waiting impatiently beside it.
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