A great product idea needed a great brand and packaging to pique the interest of its target audience and introduce a totally new cat-feeding methodology to homes across the country. In this instance, that great idea was the No-Bowl Cat feeding system. It works like this: rather than feed your pet cat via traditional bowl, this feeding system uses decoy mice that a cat owner fills with dry kibble, then hides around the house. The cat then hunts for its food throughout the day - satisfying its natural urge to hunt and leading to a happier, healthier life.
No-Bowl, the name, had to go. It sounded too clinical and utilitarian. So we turned to the target audience - cat owners. This particular swath of consumers considers itself sophisticated and a staunch advocate of cats. The new brand would need to introduce this product in a smart and curious way. We needed to elevate the benefits of the feeding system and break the bowl paradigm. Also, because feeding with a bowl is the near unanimously accepted norm for cat owners, it was imperative that we positioned the product to be fun, easy, clean and worthwhile.
From the sterile brand name of No-Bowl Feeding System, we injected a dose of authentic personality and renamed the company Doc & Phoebe’s Cat Co. The logo design features illustrations of the actual Doc & Phoebe cat characters. And overall, the new brand buzzes with artistry and energy - giving cat owners belief and reason to be excited about the product. Additionally, Doc & Phoebe’s was recently awarded with the 2017 International Cat Care Cat Friendly Award. And our new logo design earned honors by winning a 2017 American Advertising Federation ADDY Award in Orlando.
