Smitten Cat Milk

This brand refresh of Smitten Cat Milk aims to create a playful and modern feel to the brand to appeal to a younger demographic.

This was achieved through the use of a playful typeface, a simple yet dynamic colour palette, and the introduction of a brand narrative centered around characters.

Brand elements were devised carefully to convey Smitten’s brand message as a healthy and tasty treat enjoyed by cats. Elements were also chosen on the basis of standing out from competitor’s visually as well as emotionally.

To honour the brand’s past visual identity and to ensure that consumers do not feel too jarred by the rebranding, the familiar yarn ball in the old packaging was also added to the revised design.