Visual Identity for Kitties - Cat Furniture & Cat Toys
Branding Proposition & Final Branding for Kitties Pet Products
Here you will see the branding propositions for Kitties and the final visual identity with brand guidelines document overview. Kitties is a cat products company specializing in premium cat toys and luxury cat furniture.
The goal of the final document was to provide clear visual guidelines for graphic designers, marketers, brand managers, content creators and company partners that would be involved with the brand, and also convey the emotions and tone of voice of the Kitties brand.
However, I am also including the initial work stages and branding propositions that weren't selected in the final document. I believe the process proved to be a fun exploration of what the brand is all about, even though it will diverge from the final selection.
About the Company
Kitties was established between 2022-2024 and first developed its flagship products, a series of unique cat furniture pieces designed by Italian designer Francesco Costacurta. Production began in 2024 with a few subsequently developed product lines.
My Graphic Design Tasks
As the main graphic designer, involved in this pet products project, my main task was to unify the visual representation of the brand, while designing various cat furniture and cat toy products. In addition, I was also responsible for the presence of the brand on the web, including the website design. In total, the project involved skills in the field of illustration, collaging, packaging design, web design, product design and project management.
Initial Design Explorations
At the heart of the project's initial look and feel were Francesco's product designs, inspired by the Memphis movement of the 80's with its comebacks, as well as modern baroque architectural and product design trends. Thus, Kitties' plywood furniture combined fun, eclectic forms toned down by the ideas of the Scandinavian and Japandi styles.
Kitties Logo Proposition
A notable stage of the project involved a new logo proposition. Below you can see one of the logo designs proposed, as well as selected stages from proposition document, in no particular order.
The logo couldn't be adopted, but served as a starting point for the rest of the brand guidelines document. Thus, the initial research and some visual elements derived from it were adopted for the final document.
Project Constraints
Due to the somewhat prolonged stages of development of the project, the visual identity development had its constraints. Most notably, the previously developed logo had already undergone trademark registration. After a few considerations and a design iteration a new logo development was postponed.
The color palette which was previously chosen was also a given. Because of that, the final brand identity document was shaped to fit a different that originally anticipated color scheme and a more graphic, linear approach to aesthetics.
Final Brand Guidelines Document for Kitties
Below is an overview of the final brand guidelines document for the Kitties cat products visual identity. This PDF document was designed to be easy to navigate and guide designers and other stakeholders.
Since many of the products were still in development, the documents contains just a small portion of what the brand will hopefully offer in the near future.
Thank you! Visit @mirchovska for the rest of my portfolio, @gliturr for illustrations, and casuallyluxe.com for my thoughts.
