O, KISUN! Turns a Functional Category into a Brand with an Ironic Character

Problem: Cat litter is primarily a functional category. Packaging usually focuses on litter type, absorbency, odour control, and other practical benefits. Because brands communicate in similar ways, many products look alike and are difficult to distinguish from one another. The challenge was to keep the product communication clear while making the brand more noticeable and memorable. Idea: O, KISUN! is based on a humorous take on a familiar everyday situation. The central image of the brand is a