CHAPTER 02 · BRAND CASE STUDY

Cattuss, a brand in ten pages.

Cattuss® is a household pet brand for devoted cat lovers, with a retro-chic, vintage look. This is the ten-page lookbook I designed for it, from the brand story and logo to colours, screens, posters, products and a small ad campaign.

10-PAGE LOOKBOOK

3 PRODUCT LINES

01 · Slide 1, cover

DELIVERABLE

10-page brand lookbook

PARTS

Brand development · Visual identity · Brand hierarchy

PRODUCT LINES

Cattuss · Cattuss Gourmet · Cattuss Hygiene

INSIDE

Story · logo · colour · screens · posters · products · ad

IN NUMBERS

PAGES

from brand story to ad concept

PRODUCT LINES

Cattuss, Cattuss Gourmet and Cattuss Hygiene

BRAND COLOURS

red-orange, cream, gold, slate and black

IN THIS CHAPTER · 4 PARTS

Start with the story

↓

Look, feel, then a logo

↓

A colour system, then the screens

↓

One family, three product lines

↓

01 / 04 · BRAND DEVELOPMENT · SLIDES 1–3

Start with the story

The book opens with what Cattuss stands for, before any logo appears. The cover sets the tagline, “Nurture the purrfect bond.” The index splits the book into three parts, which this page follows: brand development, visual assets and brand hierarchy. The core-value page states the promise, compassionate care meeting innovative design, built on nurture, care, sustainability and love.

01 / 04

02 · Slide 2, index

ENLARGE

Slide 3, core value: a ginger kitten bursts through torn paper beside the Cattuss value proposition, above a red-orange Strategic Approach band — 03 · Slide 3, core value
ENLARGE

01 / 04

02 · Slide 2, index

ENLARGE

Slide 4, stylescapes: two orange and gold moodboard banners mixing cats with retro fashion photos, captioned Kitty Pawer, groovy purrr, funky chic, retro style and Avant Garde — 04 · Stylescapes
ENLARGE

05 · Logo system

ENLARGE

05 · Logo system

ENLARGE

02 / 04 · VISUAL IDENTITY · SLIDES 4–5

Look, feel, then a logo

The stylescapes page sets the attitude with two moodboard strips, “Kitty Pawer” and “funky chic, retro style”, mixing cats with retro-styled fashion photos. The logo system grows out of that mood: a chunky “ca” monogram, a horizontal and a stacked lockup, and the Cattuss wordmark. Each one sits on its construction grid with a minimum print size, down to 3 mm for the monogram.

“

THE TAGLINE · LOOKBOOK COVER

Nurture the purrfect bond.

CATTUSS® TAGLINE

03 / 04 · VISUAL IDENTITY · SLIDES 6–7

A colour system, then the screens

Two primaries do most of the work: red-orange #CA4B2E (Pantone 7597 C) and cream #F4EFE7. Black, gold #E39D18 (Pantone 130 C) and slate #50606A (Pantone 431 C) back them up. Every swatch lists CMYK, RGB and HEX values plus 80–20% tints, so a printer or a developer can match it. The next page applies the system to an Instagram grid, a web shop and a phone screen.

#CA4B2E

Pantone 7597 C

#F4EFE7

#E39D18

Pantone 130 C

#50606A

Pantone 431 C

#090A0E

Slide 6, system colour: swatch cards for red-orange, cream, black, gold and slate with Pantone, CMYK, RGB and HEX values and 80 to 20 percent tints, with a grey British shorthair cat — 06 · System colour
ENLARGE

Slide 7, digital assets: an Instagram post grid, a desktop web shop and a phone screen in the Cattuss style, with a spotted cat in a brown harness in front — 07 · Digital assets
ENLARGE

04 / 04

08 · Poster triptych

ENLARGE

Slide 9, product family: carriers, a cat house, food bags, tins and grooming tools with cats, above three angled panels for the lifestyle, gourmet and cat-care lines — 09 · Product family
ENLARGE

Slide 10, ad concept: a grinning golden Labrador in front of a sofa while four unimpressed cats look on, with the headline Enthusiasm is so overrated — 10 · Ad concept
ENLARGE

04 / 04 · BRAND HIERARCHY · SLIDES 8–10

One family, three product lines

The last part shows how far the brand stretches. Three lines share one look: Cattuss for lifestyle, Cattuss Gourmet for food and Cattuss Hygiene for grooming. A poster triptych covers food, grooming and the brand story, and a product line-up shows carriers, beds, food bags and grooming tools. The book closes on a playful ad, “Enthusiasm is so overrated”: one cheerful dog, four unimpressed cats.

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Chapter 02 · Brand & visual design

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Logo posters: eight brand guideline sheets

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NEXT CHAPTER · 03

Business development

Finding buyers and opening channels: four new markets, eight online storefronts, trade shows and retail partners.

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