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BRAND STRATEGY • BRAND IDENTITY DESIGN • PACKAGING • COPYWRITING • ART DIRECTION • PHOTO DIRECTION


Pet retailer, Pet Supplies Plus, approached us to design a brand and packaging system for their new private label cat food. Because they’re based in Michigan, often referred to as the “Mitten State,” they dubbed it Mitten’s Morsels. Other than that, it was our ball of yarn to play with.

Positioned to make it easy to get better products for your cat, the goal was to offer tasty flavors with a fun brand experience at a competitive value. So we chose to take a less traditional approach by creating a lively and irreverent mascot, Mitten, whose Morsels are clearly the cat’s meow.

Mitten's Morsels - Pet Food Packaging - Cans

Mitten, with his cute white feet, is not a perfect cat. We purposely chose a regular, everyday cat (in this case a rescue-turned-model cat who earned more on set than we did) and photographed him doing cute cat stuff.

Mitten's Morsels - Pet Food Packaging - Bag

The logo incorporates a cheeky illustrated cat and Mitten endorses his namesake kibble with his own seal of approval.

Mitten's Morsels - Pet Food Packaging - Bags

Bright pink and purple packaging for the dry food stands out on shelf against a sea of orange, yellow and blue pet packaging. Snippets of both informative and fun copy are peppered here and there to create an overall brand story of quality and taste appeal.

Mitten's Morsels - Pet Food Packaging - Assortment
Mitten's Morsels - Packaging Design - Label

The tagline, “Happy and healthy from toes to tail,” is on the packaging along with the Mitten Commitment to quality.

Mitten's Morsels - Pet Food Packaging - Bags
Mitten's Morsels - Pet Food Packaging - Opened
Mitten's Morsels - Pet Food Packing - Wet Food
Mitten's Morsels - Pet Food Packaging - Opening

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Copyright Willoughby Design, Inc. 2021. All rights reserved.

© Copyright Willoughby Design, Inc. 2021. All rights reserved.
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