Ohmybrand was approached by the Miaumi brand team, a super-premium cat litter. Miaumi lacked a key visual to unify all advertising media and a slogan that would clearly convey the core message and help differentiate the brand from competitors.
What had to be done?
– Create a memorable character who helps with litter box cleaning, so owners have more time to spend with their pets;
– Create an association with cleanliness, create a catchy and memorable visual to stand out and simplify communication;
– Maintain and reflect the brand’s values of lightness and modernity in the key visual;
– Adapt the key visual for different media: window dressing, car styling, and sticker packs;
– Avoid using traditional techniques or direct associations with competitors in the visual.
Our team dove headfirst into the project. After analyzing our competitors, it became clear: most were relying on classic, cozy imagery, liberally using photos of cute animals, funny illustrations, and touching scenes with children. The large number of formats, media, and message types led to visual disunity. A unified color scheme and a unifying theme were needed to create a recognizable system.
We created a samurai mascot, an idea that combined all the necessary elements of the system. The samurai is not just a warrior, but a master of his craft, constantly striving for perfection. He acts as a guardian of cleanliness and freshness, whose mission is to quickly and flawlessly remove dirt.
The developed key visual and slogan: “On guard of purity and freshness” formed a sustainable communication idea for Miaumi, which allowed it to effectively differentiate itself from competitors, create a memorable image, and effectively convey key messages at all points of contact with the audience.
cllient
Supremo / Miaumi
team
Creative Director – Nadezhda Parshina
Art Director – Yulia Zhdanova
Designer – Margarita Akimova
Project Manager – Anton Nazarov
release
Creative Director – Alexandra Pershina
Designer – Margarita Akimova
