Derrick Lin


Designed by Eric Hart, United States.

Snookums is a cat food for cats with chutzpah; cats that are rough, tough and have had enough of your negligent and embarrassing, human behavior. The objective was to differentiate the Snookums brand from competitors using a unique “un-sugarcoated” portrayal of cats, channelling frustrations felt by cats worldwide and the guilt and flaws of their human masters. The brand had to also visually stand apart; and does so, due to it’s simplicity and “no bullshit” look and feel which mimics the Snookums’ felines attitude toward the consumer.

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Snookums is displayed next to its competition on the shelf of a local grocery