New York agency Mythology creates stereotype-busting identity for a new cat care brand

Wet Food cartons, with illustrations by Paul Davis

Hands up if you're a "cat person"? Mythology has created a new cat care brand for Harry's Labs that reclaims what it means to love cats, offering everything from food to toys and furniture.

The New York creative agency came up with the brand name, Cat Person, as well as the language and visual identity, packaging and photography. The studio worked directly in collaboration with Paul Davis on brand and packaging illustrations, and with photographer David Robert Elliott to help bring the new range to life."The Cat Person brand was created to feel cat-like itself: soft, playful, elegant, and personality-driven," says Anthony Sperduti, creative director at Mythology.

The wordmark was drawn from a lightweight cut of Cooper, incorporating a 'Ca' ligature that recalls a cat's tail. The brand typography system pairs the playfulness of Cooper BT with the strong order and legibility of Neue Haas Grotesk. The brand mark, drawn by Paul Davis, celebrates the bond between cat and person by depicting a universal moment of endearment between the two.

"The photography seeks to challenge stereotypes about cat people and showcase the special bond between cats and their persons by photographing them together," adds Anthony. "Never one without the other."

We also love the brand manifesto, which reads: "He's your furry amigo. She's your purring empress. They don't always show you, but when you get that nuzzle on your leg, you know...there's love. It's an elevated, complex love that only a cat can give. So we created a brand to grow that special interspecies bond between you and your cat friends." It goes on to say, "Show them you're the one they've been waiting for their whole nine lives".

Cat Person wordmark

Cat Person wordmark

Cat Person brand mark, commissioned by Paul Davis

Cat Person brand mark, commissioned by Paul Davis

Cat Person brand photography was shot by [David Robert Elliott](https://davidrobertelliott.com/)

Cat Person brand photography was shot by David Robert Elliott

The brand manifesto, celebrating what it means to be a Cat Person

The brand manifesto, celebrating what it means to be a Cat Person

Dry food bag, illustration by Paul Davis

Dry food bag, illustration by Paul Davis

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott

Wet food cups, with illustrations by Paul Davis

Wet food cups, with illustrations by Paul Davis

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott

Dry food bag, illustration by Paul Davis

Dry food bag, illustration by Paul Davis

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott

Wet food cups, with illustrations by Paul Davis

Wet food cups, with illustrations by Paul Davis

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott

Brand photography celebrating the bond between cats and their person, photographed by David Robert Elliott