For my senior project, I chose to focus on packaging design. I developed the brand identity for Cattywampus, a fictional pet wellness brand for cats. After researching the pet wellness market and identifying key consumer factors, I designed a playful, bold visual identity inspired by vintage animal illustrations and vibrant colors. This process involved consistent exploration, research, and print trials. The final deliverables were presented at our graduating senior showcase.
Creative Direction
Packaging Design
Print Design
Brand Identity
Marketing Materials
Research
Creative Process
Ideation
Cattywampus (kat-ee-wom-puh s): off-center, askew, disarray, across, kitty-corner.
My goal was to create a brand loud about not conforming to the comfort of modern, clean branding. Cats embody the playful, curious, funny, and bold qualities of being cattywampus, and this needed to be obvious.
Vintage illustration styles, textures, along with eye-popping color and unconventional designs ground the visual style Cattywampus.
Research
After intensive exploration and understanding of the pet wellness industry, a target consumer demographic was established (Millennials and Gen Z, early 20's+, inclusive for any pet owner, etc.) This knowledge influenced the direction of Cattywampus.
Exploration
Embracing the playfulness of the brand, I explored any and all ideas of what Cattywampus feels like. Noticing the similar details shared in each design, and referencing inspirational materials, I used these observations to create the final logos and word mark.
Cattywampus needs to excite curiosity with first impressions.
Illustrations
The Illustrative elements of the brand are intentionally loud. Each deliverable has their own fun personality and story, but together they all share the tone and values of the Cattywampus brand.
