Spec / Concept Project
Self-initiated sample work for a fictional brand. Not client work. No real brand, results or metrics are implied.
The brief
Brandname is an imagined premium cat-food and wellness brand. Cats are independent, observant and particular, so the verbal identity needed to feel calm, precise and respectful, the opposite of loud "pet parent" marketing. It also had to hold up under regulated pet-food claims.
1. Brand personality
Calm. Observant. Refined.
Calm: no exclamation marks, no hype.
Observant: we notice what cats actually do and say it simply.
Refined: a little dry wit, never sarcasm.
2. Tone of voice
Tone dial: Wit on front-of-pack and social. Plain, factual language on nutrition panels, feeding guides and any health-related line.
3. Manifesto
Cats don't need to be impressed. They need to be understood.
They choose the windowsill by the hour.
They decide dinner by the first sniff.
They love you on their terms, and that's the best kind.
So we don't shout.
We make food that's simple and well-made.
We write labels you can actually read.
We say what's inside, and let the bowl do the talking.
No tricks. No noise.
Just good food for a very particular someone.
Brandname. Thoughtfully fed.
4. Tagline options
Thoughtfully fed. (recommended)
Particular, welcome.
Made for the discerning few.
Quietly good food.
Because they noticed.
5. Naming and range architecture
Format: Calm descriptor + Moment of the day
Morning Light: wet food, chicken & liver
Windowsill: wet food, ocean fish
Evening Hush: wet food, turkey & pumpkin
Soft Paws: daily skin & coat supplement
Quiet Tum: digestive support topper
6. Claims language guide (illustrative; to be verified by regulatory/legal)
Rule: Use support language, never treat, cure or prevent.
Standard line: "Complete and balanced nutrition" only for products validated to the relevant nutritional standard.
7. Packaging copy sample: Windowsill wet food
Front: Windowsill. Ocean fish pâté. For the one who watches the world go by.
Callouts: Real fish first · No artificial colors or flavors · Complete and balanced for adult cats
Back headline: Dinner, considered.
Body: A smooth pâté made with ocean fish, thoughtfully balanced for adult cats. Simple ingredients, no fuss, served the way they like it.
How to feed: Serve at room temperature. Refrigerate leftovers and use within 48 hours. Always provide fresh water.
Closing line: Take your time. We'll wait.
(Nutritional statements and ingredients are placeholders for regulatory review.)
8. Copy rules for the brand book
Write short. Cut the first draft by a third.
No exclamation marks.
Specific beats superlative. Name the ingredient.
Wit is dry, never silly.
Cats are "cats" or "your cat," never "fur babies."
Health lines use "supports." Never "treats," "cures" or "prevents."
Sentence case throughout.
Numbers as numerals on pack (2 oz, 48 hours).
Every claim has a source on file.
If the line would make a cat roll its eyes, cut it.
Timeline this sample models
Voice and manifesto first, then packaging copy locked, then brand book copy rules.
0 likes · 0 views · Nov 12, 2026
Create a premium cat food brand identity with taglines, packaging text, brand voice, and copywriting guidelines.