When we met the Petech team, we knew they had a fantastic opportunity on their hands. The team worked tirelessly for over three years to develop a cat litter with high-quality materials that was natural, safe, and performed better than the rest. Though they knew they had an incredible product, they wanted to think holistically about the brand. Together, we crafted a compelling narrative that felt authentic to the Petech team and built out their corporate identity and packaging to launch the Petech brand internationally.

Our research revealed that strong narrative positioning within the cat litter market was not happening. Here was an opportunity to make Petech genuinely unique in its space. Aiming to resonate with a younger audience, we settled on the idea that "pet care is self-care." We crafted a narrative around the "end state" of Petech products and the product benefits rather than product benefits alone. While Petech litter clumps better, eliminates odours, and cuts down on dust, what resonates about the brand is the promise of " less stress, more snuggles." Petech litter doesn't just work—it's so good at what it does that it transforms your home into an oasis of rest and relaxation.