Packaging & Merchandising Design - Brand Merchandising Project

Name: Caitlin Alina Anthony - ID No. 0383177

Module: Packaging & Merchandising Design

Brand Merchandising Project

Project Overview

For this project, we were tasked with designing 5 merchandise items and a POP display for Pawcast, a brand focused on promoting stray cat adoption. The objective was to transform the values and aesthetics of the brand into tangible lifestyle products that resonate with the target audience and enhance public awareness.

About Pawcast

Pawcast is a movement. It bridges the gap between cat adoption advocacy and lifestyle design. Through heartfelt cat stories, digital engagement, and carefully designed products, Pawcast aims to inspire a culture of adoption rooted in love, empathy, and daily care.

Slogan: "Stream the Love, Adopt the Joy".

• Pupose-driven, not pitty-driven.
• No donations, just impactful design.
• Combining storytelling, social media, and everyday objects to make caring visible.

Target Audience

• Primary: Urban young adults (18-35), especially first time cat adopters who value sustainability, aesthetics, and emotional storytelling.
• Secondary: Rescue supporters, design-savvy families, and social media users who treat cats as part of their family.

These users are eco-conscious, emotionally expressive, and brand loyal, making them ideal advocates for Pawcast.

Brand Logo & Mascot

The Pawcast logo was designed to embody the warmth and emotional core of our brand. The typography is rounded and friendly, giving off a soft, inviting feeling that reflects the brand's accesible and compassionate tone. The logo is paired with a custom cat mascot.

Us, the design students got a moodboard for potential logo's, this is what we designed:

But overall the leader decided on this logo:

This is our mascot:

Packaging Mockup: Adopt-a-Pet Gift Box

The Adopt-a-Pet Essential Bundle is designed as a practical yet heartfelt welcome kit for new cat adopters. It balances functionality, sustainability, and emotional design.

Key Features:

• What's Inside: Water bowl, food bowl, cat food pack, 2x cat toys.
• Design: Soft curves, clean dielines, and calming tones inspired by brand palette.
• Emotional Tone: Every element emphasizes warmth, care, and thoughtful preparation for a new chapter in a cat's life.

Merchandise Design

1. Tote Bag

A daily-use eco-friendly bag that showcases cute cat (mascot) illustrations and our slogan. It's designed to seamlessly integrate into shopping, school, or work routines. Subtly turning every user into a Pawcast brand ambassador.

- Practical

- Aesthetic

- Passive brand promotion in public

2. Bandana Collar

A custom and cute collar accessory for cats. It reflects emotional bonding and provides a playful, shareable moment for pet owners, especially on social media.

3. Sticker Pack

A trendy, versatile item especially loved by young people. These stickers are perfect for decorating water bottles, laptops, notebooks, etc., reinforcing Pawcast's brand presence in users' personal spaces.

4. Cat Bowl

A functional yet brand-integrated product that becomes a daily reminder of Pawcast's mission. The cat food bowl design is simple, with long-term utitlity and high visibility in any home.

5. Cat Toothpaste

A thoughtful product supporting everyday pet care. The toothpaste is designed to be gentle, safe, and easy to use, helping embed Pawcast into cat's wellness routine while reinforcing trust in the brand.

POP Display Design

The popup booth was designed to reflect warmth, empathy, and Pawcast's cat-centric values. With soft colors, a friendly structure, and functional zoning, the booth includes:

• A product display area
• A public service information section

Promotional Strategy

Offline Promotions

University Billboards: Targeting high-traffic student areas with warm, cat-themed visuals to attract the young, emotionally engaged audience.

Mall Posters: Designed to capture attention quickly with heartfelt taglines and visuals.

Branded Delivery Trucks: Mobile exposure of the brand's visual identity and slogans across urban areas.

Online & Social Engagement

• Encourage user-generated content.
• Integrate storytelling from adopted cats.
• Cross-platform synergy with Pawcast's digital content and mascots.

Reflection

Working on this project with my group came with its own set of challenges. Communication was inconsistent in the beginning, and there were moments where I felt unheard or overlooked within the team. Most discussions took place in the group chat, but meaningful collaboration didn't happen consistently. That said, we did find a rhythm eventually, even if things weren't always smooth, we managed to complete the project together. Despite the difficulties, this experience taught me a lot (coming from a background of no design), not just about teamwork, but about resilience and adaptability in creative group settings.

On the design side, I learned how merchandise can carry a brand's voice beyond its core products. Each item can act as a silent ambassador of the brand's values.