Purrfeto

When the Allana Group approached to create their new cat food brand Purrfeto, they weren't just looking to enter the market – they wanted to disrupt it. As Bowlers sister-brand, Purrfeto needed to carve its own unique identity.

The Italian Connection

The brief called for something unconventional: a brand that would celebrate cats as active, adventurous personalities rather than the passive, domesticated pets typically portrayed in category communication.

Italy's relationship with cats runs deep - from the influences of the goddess Bastet in Ancient Italy to contemporary Rome, where cats roam freely among historic ruins and are legally protected as 'biocultural heritage.' These felines embody a perfect blend of sophistication and freedom, much like our target consumers' own beloved pets. This rich cultural connection became the foundation of our Mediterranean-inspired design approach, lending authenticity to our 'citizen of the world' positioning.