Neon Cat Litter

"My cats are really sassy and sophisticated, but most importantly, they are picky." – Jason Wu

Neon Litter came to us with a blank slate and a bold vision: build a brand from the ground up for a cat litter that was equal parts fun and sophisticated. The product needed to stand out in a category that had grown stale — one dominated by clinical whites and utilitarian packaging — and speak directly to a younger generation of cat owners who treat their pets like family and shop with their aesthetic in mind. We embraced the challenge fully, developing everything from the foundational identity to the smallest brand touchpoints. The logo came first — a mark that could carry both playfulness and polish without sacrificing either. From there, we brought the mascot to life, a character with enough personality to anchor the brand across packaging, social, and beyond. The color system followed: vivid, electric hues that pop on shelf and feel at home in a well-designed apartment. Every decision was made with two audiences in mind — the discerning millennial picking up a bag at checkout, and the even more discerning cat waiting at home. The result is a brand worthy of both.