To achieve this, we retained the iconic color palette of the old packaging while developing a new graphic identity that is more contemporary, warm, and expressive.
At the heart of this transformation, the white cat from the old packaging has been replaced by a smiling, endearing illustrated mascot. Through design and illustration, this new character now embodies the well-being, closeness, and emotional bond between the cat and its owner. This more emotional, more human approach creates an immediate connection with the consumer.
The product line has also been designed to enhance its impact on store shelves. Each product category features a distinct visual identity while maintaining strong brand consistency:
• Natural products feature textures inspired by paper and fibers, evoking raw materials derived from wood or recycled paper.
• More technical product lines stand out with shades of blue, synonymous with performance and efficiency.
• The silica-based product, meanwhile, asserts its uniqueness with a powerful, instantly recognizable bright pink.
In the early stages of the project, several creative directions were explored through concept boards, powerful visualization tools that allowed for the rapid exploration of different expressions of the brand identity and helped guide strategic decisions with clarity. With this redesign, Fatto is introducing a new generation of packaging: more modern, more emotional, and more impactful.