Full identity for Cedric — a new, subscription-based cat food company — including naming, branding, art direction and styling, website, copy and strategy.
As a start-up looking for funding, the brand needed an identity that would attract potential investors and simply communicate the company's goals. I created a name and strategy for the brand that centered around the idea of a fussy, 'foodie' cat persona, 'Cedric' — who brought new standards of fresh, real cat food, home delivered.
A straightforward, no-frills brand identity was created to reinforce the frankness of the brand, and it's 'back to basics' mission. Copywriting was refined to ensure a consistently conversational, upbeat and direct tone of voice.
Photographic art direction pulled together moments of bold humor with scientific undertones — applied to a one-page minisite, pitch deck and social media campaign.
The company has subsequently reached its funding goals. See SMALLS case study to view Cedric 2.0.
ROLE: BRANDING, ART DIRECTION, PROP STYLING, WEB DESIGN, COPY AND STRATEGY
PHOTOGRAPHY: MOSS PARK