The makers of this breakthrough corn-cassava cat litter came to us with a specific goal in mind. They wanted to create an upscale counterpart to their mass market lines that could compete in the pet specialty channel. After conducting extensive competitive and consumer research, we decided to leverage a distinctive property of this litter that’s increasingly important to Millennials, Boomers and Gen Z’s. So we named it Sustainably Yours. Then we created everything from the logo, packaging and website to the merchandising materials and sell-in presentations, in addition to providing social media and PR support. Judging by the fact that this is the fastest growing brand in the alternative cat litter category, our instincts were spot on.