Sydney-based strategic branding company Tweak Design has revamped the packaging design for Max’s Cat Litter, better meeting consumer expectations and bringing new life to the brand through an engaging narrative. 

“Our analysis highlighted three main areas for improvement: branding, photography, and information hierarchy,” Tweak said.

“We adopted a bold approach, creating a fresh look and brand story that resonates with today’s consumers on both emotional and functional levels. The new packaging design introduces a CopRice masthead, crafted by Tweak.

“The Max’s logotype retains the friendliness of the original, with a flowing, pet-like quality. 

The end of the “M” curves like a pet’s tail, adding charm and personality. Positioned near the cat image, this design choice connects the brand name with the product itself. 

“The new cat image, with its silky, dark coat and hyper realistic details, gazes forward, creating an engaging, almost tactile presence that appeals directly to consumers.”

Aesthetic appeal was also key, as the company said many consumers prefer to keep the packaging visible for convenience. 

“We used pastels, white, and a modern pattern inspired by modern interiors, with a pastel green tone echoing the previous packaging colour,” Tweak said.

“Odour control – an essential feature for cat litter – takes centre stage in the information hierarchy, with a product window that doubles as an infographic to show this function in action. 

“Clear, simple icons also communicate other product benefits at a glance, ensuring easy and immediate understanding of Max’s Cat Litter’s key advantages.”

The packaging was printed in China.