Salty Cat is a pet food brand for cats with attitude - and the owners who love them. Built for a younger, design-conscious audience, the brand celebrates the mischievous, independent, and sassy spirit that makes felines so captivating.

The company needed an identity that captured personality without losing credibility - something playful enough to stand out on the shelf, yet refined enough to earn the trust of discerning pet owners.

Our goal was to create a versatile, character-led brand system that combines expressive storytelling with strategic design foundations - translating Salty Cat’s confident energy into a cohesive, sassy visual language.

Salty Cat came with a clear mission: to capture the bold, slightly mischievous energy of cats while building a credible, affordable pet food brand. The challenge lay in balancing playfulness and professionalism - crafting an identity that feels full of life and character, yet trustworthy enough to compete on quality and shelf appeal.

We built a visual identity that blends sass with sophistication, designed to flex seamlessly across every touchpoint & the product range. The wordmark features playfully staggered letterforms that convey motion and personality, paired with a signature paw cutout.

The typography system combines confident serifs and clean sans-serifs, contrasted with hand-drawn accents for moments of character - mirroring the brand’s balance of charm and confidence. The color palette draws from warmth and vibrancy: creamy neutrals, lively oranges, and ocean-inspired blues grounded by earthy tones.

A curious, expressive cat mascot anchors the illustration system, with consistent features and postures that can evolve into a broader brand world. Supporting heatmap-inspired gradients bring dimension to digital and print applications - infusing every touchpoint with movement, warmth, and personality.

The result is a brand identity that feels unmistakably alive - spirited, confident, and instantly recognizable. Salty Cat’s new visual system brings coherence and adaptability across packaging, marketing, and digital platforms, transforming a pet food & goods line into a character-driven lifestyle brand.