- The cat litter category is full of innovation with a constantly evolving set of new forms and formulas, requiring Fresh Step to create a more navigable and cohesive system. Our response captures the brand promise in an “odor shield” shape and evolves its other elements away from its cartoonish past. This includes a more realistic cat depicted as a cherished pet, soft clouds and long blades of grass, collectively providing the breath of fresh air that cat owners desire.
BRAND REFRESH, PACKAGING DESIGN, ART DIRECTION
- Changing entrenched brand marks is a high stakes game, especially in a field with dedicated consumers. However, while most cat litters were masking odor with floral and pine scents, Fresh Step had emerged as the litter that didn’t smell, so there was reason to evolve the mark — and its meaning. The new odor shield represents the brand’s technology in a subtle, convincing manner and provides a framework for additional claims without intruding on the brand, as previous iterations had done.
- The brand’s blue-green equities — an open-air outdoor setting — seemed inappropriate for an indoor use litter, and left the unfortunate impression that the Fresh Step cat was feral and unloved. We re-illustrated the cat with more feline cues, adding a collar and name tag to show the cat is a beloved pet and the scene is a metaphor of freshness. Likewise, the previous plume from the litter indicated cloying perfume, so was replaced with dissipating sparkles to demonstrate the absence of odor.