Mr. Whiskerworth’s
A gourmet cat food brand: premium enough to earn the price, warm enough to feel like home.
The Challenge
Mr. Whiskerworth’s is a premium cat food brand built from scratch: mascot, logo, and packaging. The brief held one tension. It had to feel gourmet, yet still welcome everyday pet owners.
The mascot settled it: a monocled gentleman who is refined, not stiff, and playful, not cartoonish.
Brand Goals
Mealtime should be an experience of both taste and nourishment. Mr. Whiskerworth is the brand’s voice, and the guidelines sum it up in one line: healthy bowls, licked clean.
Deliver premium nutrition
Fresh, high-quality ingredients, formulated for every life stage.
Build trust
Be open about sourcing, preparation, and what each ingredient does.
Make mealtime a delight
Flavors and textures that suit a cat’s natural tastes.
Lead with care
Sustainable sourcing, packaging, and delivery.
What I Designed
I built the identity as a working brand guideline, so anyone could pick it up and use it.
Logo System
Main logo, three variations, clear space
Mascot
Character, poses, twelve expressions
Type & Color
Three typefaces, ten-color palette
Icons & Social
Twenty icons, content pillars
Packaging
Four flavors across three life stages
Branding
The logo folds the character into the type. A top hat crowns the wordmark, a monocle sits inside the “O,” and the “K” sweeps into a cat’s tail.
Logo
Logo Variations
Small spaces like profile images and tags.
Wide, narrow spaces like website headers.
Recognizable without any text.
Clear Space
Keep one top hat’s height of space on every side. Nothing else crosses it.
Color Palette
Greens and blues for trust, golds and reds for warmth, with cream as the canvas. Tap a swatch to copy its hex.
Base
Greens
Blues
Golds
Reds
Fonts
Logo
Asikue Medium
Display Headings
Aimla Regular
Body Copy
Poppins
RegularA blend worthy of the finest feline connoisseur, curated for those with a refined palate.
MediumComplete & balanced nutrition for every life stage.
Bold100% Nutrition!
Icons
Twenty round icons cover proteins, calories, digestion, coat health, and activity, so a tub reads at a glance.
Meet Mr. Whiskerworth
A refined, dapper feline with a sharp monocle, a tailored suit, and a perfectly groomed tail.
But he is not just about looks. He is driven by a passion to make sure every cat, from playful kitten to distinguished elder, gets the highest quality meals. To him, cat food should be a gourmet experience, packed with nutrition and balanced for taste and health.
Character Sheet
One sheet so he can appear anywhere: six poses and scenes, plus twelve head expressions.
The Product Line
Four flavors, each with its own color and mascot scene, across three life stages. Color marks the flavor. A small tab marks the life stage.
Flavors
- Aristocrat’s Delight · Chicken & Beef
- Majesty’s Reserve · Mutton & Fish
- Highland Hunt · Chicken & Mutton
- Admiral’s Choice · Chicken & Fish
Life stage tabs
- Kitten · up to 6 months
- Adult · 6 months to 10 years
- Senior · 10 years and up
The Outcome
A cohesive brand, ready for the shelf: logo system, palette, mascot, and packaging.
Key Takeaways
- This project was about creating something premium: a pet brand where the logo, palette, mascot, and packaging all feel elevated and consistent.
- I worked to make sure everything the brief demanded was fulfilled, and checked each deliverable against it.
- The design is practical, scalable, and print-ready, built to work across all 12 packs, from four flavors and three life stages.
Social Media
Playful but informative, built around five recurring formats.