This project is a personal exploration into the untapped potential of the cat cafe business in my local area. In researching existing local cat cafes, I found that a prevalent branding style focused on a calm, minimalist, and cozy atmosphere. While this resonated well with dedicated cat lovers, it excluded a broader audience seeking a casual coffee experience in a unique setting. Identifying this gap, I set out to create a brand that caters to both demographics seamlessly. So I set out to create a brand identity that is vibrant, playful and inviting to all types of people. 

I chose to use a brand mascot strategy as it can introduce cats in a new light to new audiences. For people who are uninterested, destain or fear cats, a mascot can help those audiences feel connected to the brand and find commonalities with the mascot and other cats. Additionally, a brand mascot can draw in cat lover audiences as their interests and love for the felines because it fosters a strong emotional connection to the brand. When audiences see themselves and their interests in a brand, it can translate well into merchandise sales as it allows audiences to showcase the brand in their everyday lives.

For the wordmark logo itself, the focus was on infusing a playful and welcoming atmosphere while subtly incorporating a cat-friendly element – a fish cleverly integrated into the design. This not only appeals to cat lovers but also adds a touch of whimsy for a broader audience. I used a warm, vibrant and inviting color palette and incorporated a light blue for the fish'E' , which adds a pop of contrast and intrigue. Furthermore, I chose to hand draw the wordmark logo to maintain approachability and fun into the brand visual identity.