Description:

Millennials and Gen Z represent nearly half of global pet owners and are the fastest-growing spenders in the pet category. They prioritise environmental sustainability—73% of millennials and 69% of Gen Z try to minimise their environmental impact (Deloitte)—however, inflation and financial challenges make purchasing sustainable products difficult. With 8 billion pounds of cat litter ending up in landfills annually, Business Litter’s plastic-free packaging and flushable litter aims to create a sustainable option that is both affordable and accessible. 

Business Litter also sought to make the cat litter experience—dare we say it—enjoyable. Using humour, the brand cuts through the BS and connects with the emotional truth of cat parenthood— they’re the boss, and they know we know it. While other brands boast about absorbency and longevity and try to sell the idea of control, Business Litter acknowledges that it’s our cats who really are in charge and this idea is conveyed via the ‘Please the boss’ tagline. Business Litter’s signature illustrated ‘boss’ cats and playful, frank brand voice reflects our cats' superior attitudes (they were worshipped in Egypt after all, and they’ll never let us forget it). The attention-grabbing colour palette uses contrasting hues and big typography to catch the eye of cat parents. This simple design approach allows the witty copy and the brand’s tongue-in-cheek tone to shine, fostering a deeper emotional connection with the audience and imbuing it with a sense of relatability and camaraderie that transcends mere product consumption.