Schwarz Top Shelf Cat Food is a fictional brand of cat food, created as student work, and has not been published, printed, or manufactured.
The target market for Schwarz are young professionals and working adults aged 25-35 who are style conscious, quality minded, and who want the best for their cats.
Most cat food comes in either aluminum cans if wet, or plastic bags if dry. Occasionally, cat food can be purchased in plastic jars, or boxes. Likewise, most cat food features corny cartoons of cats enjoying a meal, while higher-end cat foods feature appetizing food photography or intricate hand drawn patterns. Schwarz instead makes use of two things that are extremely rare if not non-existent in the high-end cat food market: minimal, unobtrusive labeling and a unique container. These two attributes, which are unique to Schwarz, are how it reaches the target audience in the stores.
To get the customers in the stores, a concept for an advertising campaign that makes use of striking anthropomorphic photography (fashion models with feline bodies), and copy that suggests that cats enjoy good food just as much as we humans do. This messaging is humorous, memorable, and something that cat lovers in every demographic will enjoy and remember when they think about during their next trip to the pet supply store.
A luxury brand of cat food needed a smart, sophisticated identity, sleek and functional packaging, and unique eye-catching advertisements that would allow the brand to thrive and the product to sell to a target audience of quality conscious cat lovers in the 25-35 age range.
The identity must be easily recognizable, simple, and elegant.
The packaging must be unique, functional, lightweight, and contain a multi-week supply of cat food.
The labeling must be easily recognizable, intuitive, and inspire interest in the product.
The advertisements must be at once humorous and serious, playful and meaningful.
Schwarz Top Shelf Cat Food is a fictional brand of cat food, created as student work, and has not been published, printed, or manufactured.
Ultimately this project demonstrates that it is possible and potentially even profitable to break away from convention in cat food packaging and/or marketing.
The result is a brand that is sophisticated and unique, featuring five elegantly packaged flavours of cat food, and a series of advertisements aimed at consumers and business professionals who demand only the absolute best for their kitties.
