Creative Studio Mythology Dispels The Myth Of The 'Cat Person'

Cats enthrall us, and the little furballs provide both companionship and amusing videos for the internet. Every cat is different, though, not just in appearance, but also character and temperament. They are also unique in that they have special dietary requirements, and items like beds and feeding bowls are usually smaller versions of dog accessories not necessarily designed to fit the needs of kitties. 

Founded by cat lovers, Cat Person saw a gap in the market for high-quality cat food and other items specifically designed for our feline friends.

Founded by cat lovers, Cat Person saw a gap in the market for high-quality cat food and other items specifically designed for our feline friends.

“Cats have long been second class citizens, especially in the pet care world, and cat people have generally had a stigma attached to them," says Sophie Mascatello, design director at Mythology. "The brief was to create and name the first brand totally and unapologetically devoted to cats, and the people who love them."

Unlike people or dogs, cats require a diet high in protein and low on carbohydrates, but most of the food on the market comes with fillers and/or potatoes. Cat Person makes wet and dry food that is mostly protein, using one or two in each formulation, making it easier to feed finicky fur babies their favorite meat. The packaging is straightforward and features beautiful illustrations of the ingredients contained within, as well as clear labeling, breaking down the percentage of each item in the food.

Mythology’s work on Cat Person eschews the typical, generic designs found on most cat food packaging, making a more direct connection to what goes into their recipes while having a more contemporary look that appeals to their human owners. It also bucks against “cat people” tropes—you won’t find a little old lady with 100 felines here—celebrating that cat life instead of justifying it.

"The main challenge was to find unique and interesting ways to push against stereotypes from language to casting the brand photography," Sophie explains. "We wanted to give a contemporary and true to life depiction of people and their cats."

Cat Person’s packaging and branding hone in on what’s most critical when it comes to our cats’ nutrition, the ingredients themselves, taking them out of the cooked, gelatinous contrivances of the past and giving them a playful spotlight. The bags and bowls feature delightful illustrations of the very much alive counterpart of their ingredients, artfully decked out like they're straight out of an Eric Carle book. The accessories also speak to owners with a taste for modern, hip design; the beds blend in with contemporary decor, and the high-end looking bowls ensure a comfortable posture for when your cats eats without the whisker fatigue.

Although cat owners stereotypically get portrayed as kooks, most cat people love their animal companions, and brands can underestimate their desire to provide the best for them, something Cat Person avoids, highlighting owners and the relationship they have with their furry friends through a series of adorable photos.

Most importantly, though, the brand never takes itself too seriously. There is no overt, prescribed science diet feel, and by virtue of the brand name alone, they can do away with a lot of the stereotypical images of cats we tend to see on the packaging, just cheeky illustrations that give a storybook look to one of our favorite pet companions.

“The takeaway from the project, especially seeing the response to its launch, is that people love their cats-and pets-more than you can ever anticipate,” Sophie says.