CASE STUDY
CatCrazy Inc.
Brand Identity
Background
CatCrazy Inc.—From Education to Impact: Building a Purpose-Driven Pet Food Brand
CatCrazy began as a deeply personal mission.
Founder and CEO Petra Luna launched the CatCrazy Channel after the heartbreaking loss of her beloved cats, Chopin and Wazoo, due to toxic ingredients found in common cat treats. Determined to prevent other cat parents from experiencing the same loss, Petra committed herself to extensive research and education—sharing everything she learned through YouTube.
What started as an educational channel grew into a trusted platform with over 225,000 subscribers, built on transparency, advocacy, and care for feline health. Eventually, the question became inevitable: What if CatCrazy didn’t just educate—but also created a better solution?
That question led to the launch of CatCrazy Inc., a freeze-dried raw cat food company focused on clean, safe, biologically appropriate nutrition.
The Challenge
CatCrazy was evolving from a content-first brand into a physical product company—without losing the trust and emotional connection Petra had built with her audience.
The brand needed to:
Translate a strong personal story into a credible consumer product brand
Stand out in a crowded and often confusing pet food market
Clearly communicate why freeze-dried raw food matters
Feel both science-backed and emotionally resonant
Launch with packaging, a website, and marketing assets that could scale
This wasn’t just about aesthetics—it was about trust, education, and responsibility.
My Solution
I joined CatCrazy as Creative Director, building the brand from the ground up.
I led the creative vision across all touchpoints, ensuring the brand felt cohesive, intentional, and aligned with its mission—from first impression to purchase.
I developed a complete brand ecosystem that balances credibility, warmth, and clarity:
Brand identity & logo – A bold, recognizable identity designed to feel trustworthy, energetic, and memorable within the pet food space.
Full brand system – A cohesive visual language including color palette, typography, iconography, and usage guidelines to ensure consistency across digital, print, and packaging.
Website design – Designed and launched the CatCrazy e-commerce website to educate cat parents, clearly explain freeze-dried raw nutrition, and support a seamless shopping experience.
catcrazystore.com
Packaging design – Created the packaging for CatCrazy’s first product, Puckin’ Crazy Chicken Feast, launching in Fall 2025. The design balances clean ingredient transparency with bold shelf presence.
Advertising & campaign design – Designed digital ad campaigns including static, video, and motion content—some incorporating AI-assisted visuals—to support product awareness and launch efforts.
Every design decision was rooted in one goal: earning and honoring the trust of cat parents.
The Outcome
CatCrazy successfully transitioned from a content platform into a consumer brand—without losing its authenticity.
The brand now:
Feels established, professional, and mission-driven
Clearly communicates its values and nutritional philosophy
Supports product sales while continuing to educate
Scales seamlessly across packaging, web, and marketing
Most importantly, CatCrazy stands as a brand built not just to sell food—but to protect cats and empower the people who love them.
I highly recommend Julia Pauels. She is a truly exceptional Creative Director who was instrumental in transforming CatCrazy from a successful YouTube channel into a professional, market-ready consumer brand.
—Petra Luna, Founder of CatCrazy