Purina, Tidy Cats

Let’s face it. The cat litter experience isn’t the greatest. Under the code-name “Project Slick” the Tidy Cats brand team assembled a multi-disciplinary team to tackle this issue. Cat owners everywhere can 'Get a Better Grip on Litter Box Odor'

"Using a design-led approach by building empathy with current users, the result was an amazingly simple re-design of the traditional jug packaging, adding a second handle to the back of the jug, making it easier to carry, pour, and solving an everyday user need. 

The introduction to the market in 2012 was met with high-praise from consumers and positive market figures, showing that understanding core users and making even the most trivial of experiences better, can achieve great results."

Designed by Purina