Petech
SELF CARE IS PET CARE
HUMBLE BEGINNINGS
When we met the Petech team, we knew they had a fantastic opportunity on their hands. The team worked tirelessly for over three years to develop a cat litter with high-quality materials that was natural, safe, and performed better than the rest. Though they knew they had an incredible product, they wanted to think holistically about the brand. Together, we crafted a compelling narrative that felt authentic to the Petech team and built out their corporate identity and packaging to launch the Petech brand internationally.
The NARRATIVE
Our research revealed that strong narrative positioning within the cat litter market was not happening. Here was an opportunity to make Petech genuinely unique in its space. Aiming to resonate with a younger audience, we settled on the idea that "pet care is self-care." We crafted a narrative around the "end state" of Petech products and the product benefits rather than product benefits alone. While Petech litter clumps better, eliminates odours, and cuts down on dust, what resonates about the brand is the promise of " less stress, more snuggles." Petech litter doesn't just work—it's so good at what it does that it transforms your home into an oasis of rest and relaxation.
An art piece
Further appealing to Petech's audience, we recognized that most cat litters look like something you want to hide in the laundry room. If Petech's narrative was different, the visual choices behind the brand needed to reflect that same difference and emphasize the brand's emotionality. We designed cat litter boxes that were so beautiful that customers would display them in their living rooms.
DESIGN CHOICES
Illustration became another vital point of difference for the Petech brand. We wanted to imbue the brand with an artistic sensibility and experimented with textures that could be mass-printed but still bring a handmade quality. We wanted our design choices to reinforce that a human hand was present, even subconsciously. Lastly, we worked with our close partner, friend, and local typographer, Alanna Munro, to craft a humanist word mark with as much elegance as the most regal felines.
