China   |  2022

MUSE Design Awards Silver Winner

Mars Catsan Cat Litter Packaging Design

Entrant Company

ShinyBay Design

Category

Packaging Design

Client's Name

Mars Food China

Sub-Category

Animals & Pets

Market context & challenge For pet care, including cat litter, as a booming request, consumers are willing to spend more time and money on choosing quality products to take good care of their pets. More and more local players step into this category, and are capable of offering digitalized and bold approaches to interact with consumers. Under this fierce competitive context, Chinese consumers today are overwhelmed with heaps of new brands and their products with diverse selling points. A product could offer assured and intimate experience is truly desired by consumers. Project background Catsan is a cat litter brand under Mars, and is currently the largest cat litter brand in the Chinese market, which hasn’t brought any new news to this market for several years. By observing the trend, Catsan wants to rejuvenate the brand and upgrade the packaging design to enhance the premium-ness without aliening current users. And there will be 2 series under this family, bentonite and tofu separately, which requested a comprehensive thinking of series extension. Design strategy Giving the thoughts of brand image ahead, ShinyBay suggested a more intimate and surprising friend role to Catsan. By observing the fact that people are suffering from sense of loneliness and separation which is caused by fast-path life, cat is beyond the pet, more like a family member to each citizen. So the main idea was to rejuvenate the brand by re-creating the brand equity, the mascot cat. We wanted to create a lively cat character that consumers would feel intimate and be surprised. So our cat image was created with witty facial expression, while other cats in the background were admiring the cat in the middle.

Credits

Creative Director
Heven
Creative
Lisa
Creative
Nicole
Account Director
Arthur
Account Manager
Junee
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