CANSEI DE SER GATO
A grumpy brand for an even grumpier client. Cansei de Ser Gato (translating I’m Tired of Being a Cat) started as a humor page and became a reference in the pet market with its unique products and passionate customers. To mark this new moment for the brand, the humans working for Chico called us for the rebranding.
Location: Brazil
Role: Branding & Packaging
Date: 2022
Challenge
With the challenge of professionalizing without losing the humor and acidic personality of the most beloved cat in Latin America, the solution was a contemporary and bold design from a feline perspective.
Solution
The lazy logo was developed with modular typography to evoke the feeling of interference by a cat. The illustrations are more scribbled, adding even more ownership to the visual identity with their unique strokes. All these elements are colored by a palette composed of vibrant tones and the striking contrast of purple and green duotone.
All these elements are colored by a palette composed of vibrant tones and the striking contrast of purple and green duotone.
Lastly, as a way to simplify and make the brand more recognizable, we reduced the brand to "CDSG," an abbreviation that maintains the essence and facilitates identification for the followers.
