ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Pet Products
Annual ID
ADC102_PKG043M
About the Work
For far too long, the fat cats of the industry have been pushing false information and fluffy claims about what cats need. KatKin is a nutrition, education, and community focused cat-care brand based in the UK that works with world leading veterinarians and nutritionists to develop food that gives cats the nutrients they actually need. KatKin is cutting the crap from the cat industry and exposing the truth behind mass-produced cat food. The core of our rebrand was built around one thing: hardcore love. We built an identity based around this rebellious, sometimes hilarious, and mostly love filled relationship of owning a cat.
Our logo is our hand drawn signature, like a scrawled mark on a protest poster that can’t be ignored. Our typography continues a bold approach with a heavy sans, perfect for saying lines like “LOVE HARD, FEED FRESH”. Our color system is designed for impact and balance, with a vibrant chartreuse as a main tone with black and gray tones to pair it back. If there’s anything we know about cats, it’s to expect the unexpected, our illustrations pay homage to these wild occurrences. The quirky nature of the cat is captured in a tattoo-inspired illustration style that highlights the feline personality in all of its weirdness. The whole system is then brought together with bright flash photography that captures our felines and catvocates in their real lives, with all the grit and emotion.
Since the rebrand, KatKin has seen their daily impressions go up 91%, to over 40 Million, with total engagement up 71.6%, and socials saves up by 68%. Proving the relatable, cat owner centric branding resonates deeply with the consumer. KatKin’s mission and purpose is now clear, with a brand for people who have cats, by people that get cats.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Sonder & Tell / London
Design Firm
CENTER / Brooklyn
Copywriter
Kevin Batory
Creative Director
Alex Center
Illustrator
Ellie Jepsen
Photographer
Marcus Nilsson
Design Director
Andrew Galloway
Project Manager
Madeline Beard
Rhianydd Hylton
Senior Designer
Pete Freeman
Rob Oechsle
Stylist
Sophie Strangio
Copy
Morven Hamilton
Founder
Brett O'Farrell
Nikki O' Farrell
Managing director
Ashleigh Bowring
Photography Assistant
Chase Gunner
Photography Tech
Emerald Baker
President
Grace Dawson
Styling Assistant
Nina Guevara
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