Business
A house brand that can stand beside imported labels on trust and price — and stretch into new recipes without a redesign.
All work
PurrieA cat-food brand built around one happy purr.
We built Purrie from the ground up for The Pet DC Shop — the story, the name, the mascot and every place a cat parent meets the brand, from the shelf to the feed.
- Client
- The Pet DC Shop
- Industry
- Consumer & Retail
- Market
- Malaysia
- Year
- 2026
The brief
Make everyday cat nutrition feel as warm and trustworthy as the bond between a cat and its family.
The Pet DC Shop wanted a cat-food label of its own — one that could sit beside imported names on Malaysian shelves. It had to feel premium enough to trust, friendly enough to pick up, and simple enough to grow into a full range.
We started with a true story. Cookie, the founder’s cat, purrs whenever a meal makes her happy. That purr became the name — “Purr” plus the “ie” from Cookie — and Cookie became the face of the brand. Everything else grew from that one idea.
34Page brand book, from logo to launch posts
14Mascot expressions and poses
2Launch recipes on shelf
5Brand colours led by Vibrant Orange
How we built the brand
Four kinds of intelligence, one cat.
Human
Cat parents buy with their hearts first. A happy, familiar face builds trust faster than a nutrition table.
Market
The pet aisle is full of cat photos. A hand-drawn mascot and one bold orange make Purrie easy to find from across the store.
Creative
One system — name, mascot, colour, type, pack and retail kit — so every touchpoint says the same warm thing.
Identity
Friendly at a glance, clear at any size.
Logo & colour
A smiling cat mark with a collar of its own
A bold, rounded wordmark paired with a minimal cat whose whiskers and scalloped collar make it smile. It works in four approved versions, from full colour to monochrome, so it holds up on a bag, a booth or a profile picture.
Typography
Round, warm and easy to read on shelf
Poppins sets the confident headlines, Inter keeps nutrition details clear, and a hand-drawn accent face adds a playful touch to short messages.
Every Purr Begins HerePoppins · Headline
Every meal is thoughtfully crafted for the cat you love.Inter · Body
The brand in the world
From the pack to the booth.
Meet Cookie
The founder's cat became the brand's voice. Seven expressions and seven poses let Purrie speak on pack, in store and online — happy, curious, hungry — without ever going off-brand.
Packaging
A cream bag that stands out in a sea of photo packs: Cookie front and centre, the recipe in a speech bubble, and the key promises in one glance.
Retail
A complete in-store kit — shelf blocks, shelf talkers, a cat-eared floor stand and an event booth — built on the same line: “The bowl gets emptier. I get happier.”
Social
A launch feed that lets Cookie do the talking — teasers, recipe reveals and an “official taste tester” who is very hard to say no to.
What we made
A brand the client can run on its own — with a 34-page guide so every new recipe, shelf and post still sounds like Purrie.
Brand story & name
Logo system
Colour & typography
Mascot library
Speech-bubble graphics
Packaging
Shelf & floor display
Event booth
Shelf talker
Social launch
Brand guidelines
Building a brand?