Smitten

Category: B1. New Brand
Retailer: Woolworths Limited
Country: Australia
Agency: Marque Brand Consultants

Summary:
Create a new ‘owned’ brand in the mainstream cat food category. This category continues to be driven by the ‘humanisation’ of pets, we want to know what they are thinking, to know they are happy. We developed the name ‘Smitten’ to express the deep affection cats play in their family’s lives.

Credits:

• Design team: Craig Burrows, Sabina van Koert
• Design Realisation: Don Reynolds
• Photographer: Steve Clark
• Art Direction: Sabina van Koert
• Project Manager: Mariella Menato