Building on our successful partnership with Pets Choice, the Felight brand approached us in an exciting time for their business. After a successful packaging re-launch across their cat litter and accessories the brand needed a way to solidify Felight in the minds of its customers, increasing brand awareness and causing a disruption in the marketplace.
We saw a huge opportunity to develop a fun, memorable campaign that would not only compliment the bright pink sassiness of the new packaging but would also create a buzz on social media to set the brand nose-and-tail apart from its competitors.
With a successful existing brand identity and a newly launched packaging design, Felight approached us with the task of making cat litter sassy! Never ones to shy away from a challenge we knew creating a campaign filled with personality that was noticeable, ownable and had legs to be rolled out across multiple channels was what Felight needed to drive brand awareness and create a bang on social to set it apart from it’s competitors in the mind of the consumer.
Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.
To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.
To drive relatability throughout the campaign we landed on a royal theme, playing in to the premiss that feline friends are often treated (and act like) kings and queens of the house. By focusing on a positive upbeat personality and re-imagining the litter tray as a throne, we not only played into the royal theme but added a level of humour to create a disruptive presence and encourage share-ability on social media.
We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.
Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.
By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.
The fun tone of voice helps to set the royal tone throughout the campaign. Playing on the sassiness and confidence of the feline personality helps to make the campaign relatable and resonate with cat-owners and cat-lovers alike.
Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.
We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.
By designing a suite of assets, sourcing and retouching all imagery and producing an accompanying creative toolkit for ease of rollout, the internal Felight team have all the tools they need to continue to bring the royal vision to life, with flex for new product launches in the future.
Following a royal unveiling on social, the campaign has launched with a bang, driving brand awareness and encouraging shareability online. We are so excited to continue to build our relationship with both the Felight team and the rest of the cool cats and kittens within the wider Pets Choice brands.
Projects have always been delivered to a high standard, on time and within budget. The quality of their work speaks for itself.”
Chris Socratous, Senior Brand Manager, Pets Choice
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.
Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.
Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.
