PROJECT OVERVIEW

THE PROBLEM:

CAT PRODUCTS ARE OFTEN DESIGNED AROUND CONVENIENCE, WITH LITTLE CONSIDERATION FOR SUSTAINABILITY, CREATIVITY, OR THE EXPERIENCE OF THE PET OWNER. CAT SCRATCH NEEDED A CONCEPT THAT COULD TURN AN EVERYDAY CAT SCRATCHER INTO SOMETHING MORE PLAYFUL AND ENGAGING WHILE REDUCING UNNECESSARY WASTE.

MY SOLUTION:

I CREATED CAT SCRATCH AS A REIMAGINING OF THE TRADITIONAL CAT SCRATCHER, COMBINING PRODUCT, PACKAGING, AND BRAND IDENTITY INTO ONE COHESIVE EXPERIENCE. THE CONCEPT USES RECYCLED PAPER PAGES THAT CATS CAN SCRATCH, TEAR, AND CRUMPLE INTO TOYS, GIVING THE MATERIAL A SECOND LIFE INSTEAD OF TREATING IT AS WASTE.

THE VISUAL IDENTITY WAS BUILT AROUND THE IDEA OF PLAYFUL DESTRUCTION. A HAND-DRAWN CAT SILHOUETTE AND PENCIL-INSPIRED MARK CONNECT THE PRODUCT BACK TO CREATIVITY, WHILE SOFT COLORS, ORGANIC TEXTURES, AND IMPERFECT DETAILS GIVE THE BRAND A TACTILE, APPROACHABLE PERSONALITY. THE TAGLINE, “TEAR. CRUMPLE. PLAY.”, DISTILLS THE PRODUCT EXPERIENCE INTO THREE SIMPLE ACTIONS.

I DESIGNED THE SYSTEM TO MAKE THE PACKAGING ITSELF PART OF THE PRODUCT, CREATING A MORE INTENTIONAL RELATIONSHIP BETWEEN SUSTAINABILITY, PLAY, AND DESIGN. THE RESULT IS A BRAND THAT TREATS AN ORDINARY PET PRODUCT AS AN OPPORTUNITY TO CREATE SOMETHING USEFUL, MEMORABLE, AND GENUINELY FUN.