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.



 

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CREDITS

ROLE: BRANDING, ART DIRECTION, PROP STYLING, WEB DESIGN, COPY AND STRATEGY
CLIENT: CEDRIC
STUDIO: INDEPENDENT
PHOTOGRAPHY: MOSS PARK