Catto

Scope

Naming
Brand Identity
Brand Guideline
Packaging Design

About The Project

  • Today, pets are no longer simply pets. They are companions, family members and an important part of everyday life.

    Catto was created around this changing relationship, a premium cat food brand focused on natural ingredients, quality nutrition and the belief that our pets deserve the very best.

    JED Creative was brought in to develop the brand from the ground up, from naming and identity to packaging and brand guidelines.

  • The pet food category is often dominated by functional claims, clinical language and highly illustrative packaging.

    Catto needed to feel different.

    The opportunity was to create a brand that could communicate quality and nutrition without losing the joy of having a cat.

    We positioned Catto as a brand that sits between premium nutrition and the emotional relationship people have with their pets.

  • The name Catto was created to be simple, memorable and playful.

    It sounds unmistakably feline while giving the brand a distinctive personality that could extend beyond a single product.

    From the beginning, the ambition was to make Catto feel less like a conventional pet food manufacturer and more like a contemporary consumer brand.

  • The visual identity takes inspiration from two of the most recognisable characteristics of a cat: its pointed ears and expressive tail.

    These cues were translated into the Catto logotype and graphic language, creating an identity that feels playful without becoming childish.

    The result is a visual system with enough personality to connect emotionally with cat owners, while maintaining the premium character of the product.

  • For premium pet food, trust begins with what goes into the bowl.

    We therefore made the ingredients an important part of the packaging hierarchy.

    Natural ingredients, protein and nutritional benefits are clearly communicated on pack, helping consumers quickly understand what they are giving their pets.

    Photography and colour are used to make each variety distinctive, while a consistent architecture allows the growing product range to remain recognisable as one family.

  • As Catto expanded across different formulas, flavours, life stages and treats, the packaging needed to work as a coherent system.

    JED developed a flexible packaging architecture that allows individual products to stand out while maintaining a strong relationship with the master brand.

    From dry food to wet food and Creamies treats, the system creates consistency across the shelf without making every product look the same

  • Ultimately, Catto isn't only designed for cats.

    It is designed for the people who care for them.

    By combining nutritional credibility with warmth, personality and a sense of joy, Catto turns everyday pet care into something more considered and more personal.

    Because when they're family, they deserve more than ordinary.

The word 'Cattò' written in white cursive font on a blue background.
A kitten eating from a yellow bowl next to a package of Catto chicken and fish cat food, against a bright yellow background.
Four colorful promotional signs for Catto natural cat food, each with the brand name and slogan in different color schemes: navy blue on beige, white on navy blue, white on gray, and navy blue on orange.
Product packaging for cat food made from 100% real meat, grain free, and no pork, featuring different font styles for labeling and description.
Catto_poster.webp
Three packs of Catto Plus Creamies cat treats in pink, blue, and green packaging with a smiling orange tabby cat on each. The packages are labeled with ingredients such as chicken, salmon, and duck, and mention benefits like digestive support, antiox
Package of Cato natural cat food featuring a happy orange tabby cat with green eyes, containing fish, shrimp, and egg flavors, with supplemental information about ingredients, age suitability, and nutritional benefits.
Front of cat food package featuring a smiling orange tabby cat. The package indicates it is natural cat food with flavor options like truffle and chicken, made with hormone-free chicken meat, sweet potato, chicken liver, carrot, spinach, and vitamins
Packaging of Catto natural cat food featuring a happy orange kitten with blue eyes, showing chicken and fish flavor ingredients, with labels indicating grain-free, no pork, preservatives, and suitable for cats over 2 months.
Packaging of Cato brand cat food featuring a smiling kitten with blue and green eyes, with images of fish, duck, and vegetables like carrots and spinach, along with text highlighting natural ingredients, no preservatives, and suitable for kittens ove
Packaging of Cat Plus Jelly, a natural cat food product. The package features a grinning orange tabby cat and a white silhouette of a cat jumping. The label highlights features such as immune booster, easy to digest, energy, active, grain free, and 1
Packaging of cat food with a smiling orange tabby cat's face, featuring text highlights such as 'Natural Cat Food', 'Plus', 'Jelly', 'Anti Hairball', 'Hairball Relief', 'Shedding Control', 'Prevent Constipation', and icons indicating suitability for