A first in cat food

  • Brand Identity
  • Brand Strategy
  • Packaging
  • Merchandise
  • Animation
  • Augmented Reality
  • Website Design

The Challenge

The cat food space had long been neglected, with brands consistently over messaging their consumer with confusing information and design that did not fit in their world.

With this in mind, our client came to us with a fascinating challenge; “disrupt the cat food market with a design-centric cat food brand, that captures the playful story of the founder and his best friend Nacho’s journey towards excellence in cat-nutrition.”

Our clients wanted us to be able to cut through the messy and overwhelming space with a simple yet distinct message around premium ingredients crafted with the very best nutritional expertise, wrapped up in rich engaging storytelling.

The Approach

We started with a research phase, where we analysed and tested the vital information consumers shopped for, enabling us to start from a point of messaging simplification.

Our design strategy built from this, where we established the brand story, personality, and design codes, from which the name was created. We explored a variety of design territories and landed on the strongest route being one that captured Nacho’s big personality in a playful and taste-forward way. We would be only happy if consumers would consider the packaging ‘tasty’. Our design idea leaned into the concept of the balance of flavour combined with the bowl shape being a strong visual metaphor for taste. This was combined with powerful and simple ingredient illustrations that felt sophisticated yet approachable, rounded off with Nacho’s cheeky face peeking in from the side of pack to bring in storytelling and introduce Nacho immediately.

Part of the launch strategy was to develop an industry leading e-commerce website allowing the brand to sell direct to consumer. We worked with Trellis, a Shopify development agency, to build out the brands e-commerce website and further bring the brand to life in digital form.

Within this scope of work was shooting the packaging and video for launch. Working with one of our favourite photographers Jason Laswell, we created the art direction for both still and video content, producing the shoot on an incredibly tight schedule and under difficult conditions. Laser pointers and cat treats were used to wrangle Nacho around set and introduce him into scenes, where he shined as the star. Sets were hand made from paper, and assembled in record time.

We continue to work with the Made by Nacho team, and look forward to growing and nurturing this cat-centric company.

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