Kaytee

Kaytee is a small pet and wild bird brand. They are the top in their category but barely want to take the credit. Like many in their category, they focus on the nature in which their animals live– plastering giant stock images of leaf textures and wild birds to the sides of their bags. In a sea of green, how will Kaytee to evolve to capture a customer at shelf? How will they evolve to excite young pet owners to pickup and remain loyal to the nutrition Kaytee provides?

I started working on a brand re-design for Kaytee in July 2021. The project was assigned to another agency to pick up where we left off. I really enjoyed the work and research for this brand and wanted to take you through my entire process of a round of creative thinking.

For this direction, we’re exploring what Kaytee could look like with a completely refreshed look. By updating our visual language to a more natural and playful landscape, we’re immediately differentiating ourselves in the space. We’re also pushing our identity by including illustrative textures that push us visually further away from our competitors.

Key words: Natural, Premium, Bold, Welcoming, Tactile

original logo

brand re-design

Our updated logo varied greatly from round 1 to round 2. The condensed serif was not as warm and welcoming
as we set out to create so I chose to change the base to a more rounded serif with natural quirks akin to letterpress typography.

*How we’d compare to our competitors logos.*

Agency Credits: Droga5
This work was proposed and does not currently have plans to go live.