Value proposition
Cleaner boxes, calmer homes, strong clumps, low dust, and straightforward claims you can trust.

Audience & personality
Cat owners (single and multi-cat), apartment dwellers, and rescue fosters. Personality: caring, credible, modern, and down-to-earth.

Creative direction
Create a cohesive packaging system for heavy-duty bags (primary), rigid tubs (club), and an aisle display case that reads instantly on shelf and online. The look should be minimal yet warm, anchored by one unmistakable visual device that scales across formulas while keeping the master brand dominant.

Brand colours

Swatch	Name	HEX	Use
▉	Charcoal whisker	#2A2F34	Wordmark, headlines
▉	Soft taupe	#D9D2C8	Background panels, light fields
▉	Meadow mint	#6AAE9A	Unscented/multi-cat accent, badges
▉	Lavender hush	#8E80B6	Scented variant accent (limited)
▉	Slate blue	#516072	Body text, icons, dividers

Maintain AA contrast on Soft taupe panels. Use one accent hue per formula for instant recognition; avoid neon tones.

Brand constraints (must-haves)

• Brand name “HushPaws Litter.”
• Clear formula naming (Clumping Clay, Lightweight Plant-Based, Silica Crystals) and scent (Unscented / Gentle Lavender).
• Front callouts zone (e.g., 99% dust-free, 7-day odor lock, tight clumps, low tracking).
• Principal panel: net weight (lb/kg), cat count icon (single/multi-cat), and scoopable indicator.
• Back/side: usage directions, transition tips, disposal guidance (no flushing where restricted), ingredients/materials, safety statements (keep out of reach of children; do not inhale dust), manufacturer/distributor info, lot/best-by, barcode, and recycling marks.
• System must work on quad-seal or pinch-bottom PE bags with handle, rigid tubs with wrap label, and corrugated display.

Deliverables & specs

Item	Details
Formats	10 lb & 20 lb quad-seal bags with handle; 30 lb pinch-bottom; 35 lb club tub; aisle display case (PDQ)
Dielines	Bags with gussets, valve/vent, tear notch, 3 mm bleed; tub wrap label + lid label; PDQ tray/shelf-ready case with glue flaps
Print files	CMYK + up to 1 spot accent; vector PDF/X-1a + layered source files
Variants	Clay Unscented, Clay Gentle Lavender, Lightweight Plant-Based Unscented, Silica Crystals Unscented
Barcodes	UPC/EAN on all units; master carton barcode
Regulatory	Disposal guidance per region; California Prop 65 if applicable; recycling/How2Recycle marks
Digital	E-commerce hero (front/angled), PDP detail set (back panel, handle), lifestyle thumbnails
Mockups	Shelf set, pallet PDQ, hand-held bag/tub, and 3D spin per SKU

Production notes (bags, tubs & display)

• Bags: Matte PE or woven PP with anti-slip varnish; reinforced die-cut or soft-loop handle. Keep critical text ≥6 mm from seams, valves, and tear notch. Avoid strokes <0.4 pt; minimum live text 6 pt for readability on textured film.
• Tubs: PP with wrap label; confirm label adhesion against abrasion. Reserve area for lot/date inkjet.
• PDQ/display: FSC corrugate with billboard front; ensure front lip does not obscure formula name.
• Color control: Avoid heavy gradients that band on film and corrugate; verify barcode contrast under cool LED aisle lighting.
• Operations: Include easy-pour spout or zipper spec for premium bags; reserve QR space for litter-box setup and donation program.

Do / don’t

• Do make formula and scent unmistakable at a glance via a single accent color and concise badges.
• Do test legibility on matte films, dusty environments, and at thumbnail sizes.
• Don’t crowd the front with more than one primary and two secondary claims.
• Don’t rely on photo textures that muddy on film or scuff on corrugate.

Success criteria
Recognizable from 2–3 meters and compelling at thumbnail size; consistent family look with clear formula cues; compliant labeling and scannable barcodes; clean print across bags, tubs, and displays without rework.

Tone of voice
Caring, clear, and practical, pet-parent friendly without cutesy overload; credible without jargon.