Tidy Cats Breeze®, for Purina

BUSINESS CHALLENGE

Accelerate Breeze’s business with a reimagined brand and packaging design.

THE DETAILS

Tidy Cats Breeze® redefines litter care with a smart, all-in-one system designed to reduce odor, mess, and frustration. Instead of traditional litter, Breeze uses innovative Ion Pads™ and Zeolite Pellets to separate and dehydrate waste. The existing packaging undersold the system’s innovation and failed to clearly communicate how fundamentally different Breeze is from anything else in the category.

So we evolved Breeze from a cleaning-led presentation into a more premium, lifestyle-driven brand. We redesigned the brand and full packaging portfolio—29 SKUs in total—with a modern, relevant design language that elevates Breeze’s style and performance story, while improving brand cohesion and shopability at shelf. The rebrand is already seeing big wins, with PetSmart rolling out a national endcap launch.

Beyond packaging, we worked alongside the brand team to ensure the new positioning didn’t stop at shelf, building the strategy and brand tools to support campaign launch, eCRM, retail, and digital.