PureBreed Mischief Cat Treats
Delicious treats for mischievous cats
Naming • Visual identity • Image editing
The brief
Develop a new brand identity and packaging design for an FMCG range of cat treats under the brand PureBreed. The range was made up of three flavours and accompanying shelf ready packaging.
The project
Research showed the need for a fresh, playful sub-brand, leading to the name “Mischief”, capturing cats’ cheeky energy. I also created the product descriptor “Munchlets”, a fun, ownable term for small, snackable treats—together forming the foundation of the range.
I led visual identity and packaging design across three flavours, balancing bold shelf presence with charm. Large playful typography, a peeking cat, and vibrant accents built instant recognition, while illustrations highlighted the crunchy-soft texture and clear benefits: natural ingredients, low calorie, and soft-centred.
To support sell-in, I produced high-quality 3D pack renders in Adobe Dimension, helping secure UK and European retail listings before stock landed.
