Pet Branding.

Cat litter isn’t the most glamorous category, but it’s one where colour does a lot of the talking. With the leading brand’s blue packaging dominating shelves, Pets Choice came to us wanting to drive shoppers to the pink side. Felight needed to stand out fast, prove it was just as good (if not better), and do it all with a bit of sass.

We created a “pink is the new blue, cat-first brand campaign. Every asset leaned into feline attitude and played on the fact that cats rule the house and so they deserve a cat litter fit for royalty. This is where our throne-themed assets and wordplay came in, with a tone of voice that had just the right amount of sass. Our aim was to show that this wasn’t a bargain-bin alternative, but a confident contender, made for cats who know their worth (and humans who like a deal).
We rolled the campaign out across packs, social, digital, and in-store – giving the Pets Choice in-house team a full set of assets to activate across multiple SKUs, including eco variants and fresheners. We even suggested playful activations like a “Put Your Cat on a Throne” competition to drive engagement.

Despite being a household name, Webbox had a perception problem. Retailers saw it as a discount player, shoppers weren’t sure what it stood for and its tone of voice didn’t reflect the love people have for their pets. The identity needed a strategic repositioning as well as a design refresh, so Our task was to build a brand with purpose, personality, and commercial clout.

We kicked things off with a full strategy workshop where we clarified Webbox’s values, tone of voice, and market position. Out of that came a new brand idea: “Fuelled by fun, run on love, driven by pets.” This positioning became the foundation for everything that followed, from design principles to packaging systems.
We introduced a warmer, more emotionally resonant visual identity, including a softer logotype, real pet photography, and a cream-led colour palette to bring calm to busy shelves. A playful but credible tone of voice ran across packs and communications, reinforcing Webbox’s unique mix of quality, trust and charm.

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Webbox Naturals had lost its way. A well-loved sub-brand from Pets Choice, it had recently undergone a packaging refresh, but it wasn’t working. Sales were falling, listings were dropping, and retailers were starting to lose confidence. We were brought in for a brutally honest second opinion. Our verdict was that the brand looked plant-based when it wasn’t. Not only that, but the on-pack hierarchy made navigation near-impossible and customers couldn’t even tell dog food from cat food at a glance. It was time to rework the design system from the ground up and rebuild trust with both pet owners and retailers.

We started with clear, strategic thinking. Rather than one-size-fits-all packaging, we designed separate experiences for cat and dog owners, reflecting how each group shops. For dog products, we focused on health and nutrition. For cats – famously fussy – we dialled up flavour, texture and taste appeal.
A muted colour palette brought calm to shelves and supported clear segmentation by species, flavour and life stage. We restructured the information hierarchy for better navigation and made product benefits more prominent. Ingredient illustrations and food photography brought appetite appeal, while the brand line “Joy from nose to tail, naturally” moved front and centre to reassert Webbox’s ethos.