To date, cat food brands have paid little attention to what truly makes cats cats. At Smalls, we really wanted to be the first to pioneer this, and in order to do it, we really had to hone in on what cats are; we see them as independent, self-actualized, and a bit weird (in a good way). 

Through the application of design and photography, we tried to create a rich and unexpected world through a “cat-like” lens. 

In collaboration with Good Type Foundry, we created custom characters that were inspired by cat tails. Read more about process here

Photography (Various): Mosspark, Ryan Duffin, Jessica Pettway, Brian Vu
Cat Illustrations developed by: Noemi Le Coz