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KatKin

Hardcore for cats.
100% love hard. 0% fluff.

Brand Strategy
Storybook Positioning
Tagline
Tone of Voice
Copywriting

Making hardcore love the new standard for cat care.
100% fresh cooked meat, for 100% carnivore cats
Hardcore cat parents bear scratches and don't flinch at love bites
A brand as uncompromising as their cats
Hover over the images to learn more

  • Hardcore cat parents love hard even when love bites.

  • We get eye-level litter trays and screw our noses at ingredient labels. Why? Because we’re all in for cats.

  • Love hard, feed fresh.

Working with Sonder & Tell means you find out who you are. The positioning work has been transformational for how we operate as a brand and a business. We only wish we’d done it sooner.

– Brett O’Farrell, Founder

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We want there to be a before and after KatKin.

KatKin had a bold ambition: to revolutionise the cat-care category.

Their product was challenging the norms of the industry with a fresh, 100% meat product. And they needed a brand that did the same. One that questions the “gentle, introvert” cliché of cat parents and the perception that cats are easy to care for. We knew there was more to cats than that…

 

 

The Insight

Cutting the fluff.

Very early on we identified that KatKin were uncompromising in their values. They were willing to do things the hard way if it meant it was the best for cats. And turns out cats and their owners were pretty hardcore too…

The image of the sweet, fluffy cats and their owners was ripe for disruption. Because cat parents bear scratches and don’t flinch at love bites. And in the words of one reddit user: “cats have more punk in them than any other animal.” When cats and cat parents love, they love hard. So we built a brand story and world for them.

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Hardcore love

Love didn’t conquer all by being soft. We make our mark by loving hard.

KatKin brings out the hardcore at the heart of cat parents. Doesn’t matter whether they’re wearing diamonds or dungarees, they’re fierce. No flinching at love bites, mouse sacrifices or getting eye-level with the litter box. They’re all in.

New York based agency, CENTER used our strategic foundation to build a visual identity that shows the world how to love hard.

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