SAI SAI Cat Brand
Purr-fecting a Brand Identity.
Intro
In the midst of the pandemic, I went on a creative journey to work on a cat cleaning brand with a mission to redefine the role of a cat poop-picker (鏟屎官). This project involved the inception of SAI SAI, a brand deeply rooted in Taiwanese linguistic quirks where "屎 sái" humorously references poop and "屎面 sái-bīn" mirrors the grumpy or displeased expressions that we adore in cats. This linguistic twist became the cornerstone for a brand that seamlessly melds cultural heritage with the whimsy of feline charm.
At SAI SAI, their commitment is to fostering a clean and comfortable environment for both cats and their devoted owners. I developed the brand's name, logo, visual identity, and tone of voice, maintaining a humorous and distinctive personality throughout the brand's presence. Their mission is clear: to offer effortless and delightful cat cleaning solutions that make the lives of cat owners more comfortable and enjoyable.
My Role
Graphic Designer Illustrator
Project Type
Identity Brand Guidelines
Timeline
2020
Team
Responsibilities
The Judgmental Cat - Enabling Warm Interaction with the Brand
The logo features a grumpy white cat with a playful stop-motion effect, maintaining its judgmental expression to showcase our affection for sassy and opinionated cats. The logo employs a white base for the cat's face, granting cat owners the freedom to draw their cats' own patterns. This approach aims to evoke the sense of identity people have with their specific cat breeds while also fostering greater interaction with the brand, thereby providing a wider range of possibilities to establish deeper connections with cat owners, ultimately creating a stronger sense of community.
Why Hand Drawn?
The choice of a hand-drawn style logo was made because hand-drawn illustrations have a unique ability to convey warmth. By illustrating the cat's face with a hand-drawn touch, it not only tells the story of how cats play a heartwarming role in our homes but also attempts to highlight the warm moments shared between cats and their owners. These expressions of warmth are something that cannot be conveyed through typical digital illustrations.
Next Project
Securities Account Opening
Increase AUM by 64.4 million NTD in 4 months by designing an account opening portal
With a history of over 200K offline account openings and Assets Under Management of 150 billion NTD, Good Finance Securities faced a decline in traditional account openings due to online competition. This project aims to develop an online account opening portal to attract younger investors, marking a first in the company's 35-year history.
