Fusa Day Calm · pack alone — clay terracotta ground, gold mark, hard diagonal sun
An end-to-end concept project for a calming supplement brand for indoor cats. Two formulas (Day Calm and Night Calm), a mark that is a sun by day and a moon by night, a visual system built to survive a 200-pixel thumbnail on a marketplace at night.
Fusa Day Calm · pack alone — clay terracotta ground, gold mark, hard diagonal sun
The pet-wellness category has borrowed all of its design from the dog world: clinical whites, blue trust-badges, a paw print, a lot of shouting. Cats live in a much lower register — a cat's stress does not keep office hours. It shows up at night, quietly, and nobody notices it until the litter box moves.
The self-written brief for this concept is short:
"Cats don't get stressed the way dogs do. They get stressed quietly, at 3 a.m., and nobody sees it until the litter box moves. Build us a brand that a cat person believes."
Translated into design constraints: an identity that doesn't need to shout to be noticed, that splits into two daily moments without ever feeling like two separate brands, and that survives a 200-pixel grid on a mobile marketplace.
The system starts from the shape a relaxed cat actually makes: the loaf, the curl, the closed eye. And builds a warm, illustrative world around it that a cat owner would leave out on the counter instead of hiding in a cupboard.
"Fusa" — Italian, plural noun, the sound of a cat's purr at rest. Short, soft, unclaimed by the category. It says the outcome, not the ingredient.
A cat curled into a disc: ears on the rim, one closed eye, the tail drawn as a negative-space arc that completes the circle. In warm gold it becomes a sun. In pale lilac it becomes a moon.
Same wordmark, same mark, same illustration language for both formulas. What changes is the ground, the hour, the posture of the cat. The line never needs two logos.
Flat verbs, sentences short as heartbeats — "Sleep like a loaf", "3 a.m. is not a personality trait". Reassuring without insulting the reader's intelligence.
The split lives in the logo before the packaging. The mark is a sun when it needs to be — carrier, vet, doorbell. It's a moon when the house goes dark.
The carrier, the drive, the vet's waiting room, the doorbell, the second cat, the box that arrived and changed the living room.
The 3 a.m. sprint down the hallway, the calling at a closed door, the senior cat who forgets which room she's in.
The palette skips the category's clinical blues entirely. Clay and plum carry the two formulas; catnip green is the connective tissue that proves they belong together.
High-Soft serif, wonk 1. For everything the brand says out loud. "Sleep like a loaf".
Warm grotesque, regular + bold. For everything it explains. One chew, 40 minutes before the thing your cat is dreading.
Mono, reserved for the parts a regulator reads. LOT F26-0418 · BEST BY 04 2028.
Matte stand-up pouch, 90 g, resealable. The front carries only the mark, wordmark, posture and one sentence. Everything you have to read twice lives on the back.
Night Calm · front + back · active panel + weight dosage + disclaimer
Two lighting recipes, one per formula. Day: hard afternoon sun, a clean diagonal shadow, terracotta walls. Night: a single warm lamp, deep shade, a window going blue.
The pouch is never the brightest thing in the frame. The cat is.
Night · one lamp, the cat already settled
The system is built to grow: adding a third formula (Travel, Senior) means choosing a ground colour, a posture and an hour — nothing else in the identity moves.
Naming ("Fusa"), positioning, tagline "The calm your cat already knows how to do", category key lines for Day and Night, a mini-glossary (loaf, curl, alert, chew).
Wordmark, cat-disc mark in two variants (sun/moon), palette of 6 colours (Clay, Sun, Plum, Moon, Catnip, Oat), typography system Fraunces + Karla + Martian Mono.
Cats drawn by posture (alert, loaf, curl) instead of breed — the same cat carries the whole problem → product arc across every touchpoint, without excluding rescue cats.
Stand-up pouch, 90 g, resealable, matte. Front + back for both SKUs. Regulatory panel: active ingredients, weight-based dosage, legal disclaimer.
Two lighting recipes (day hard sun / night one lamp), reference scenes with real cats, colour set coherent with the palette. All photo output in this concept is digitally rendered.
Marketplace layout designed to survive the 200-pixel thumbnail, "The Pair" and "Refill" bundles, alternating social templates (type-led plum / photographic) for a month of grid.
The chew itself has a shape — a small fish with two eyes — because brand consistency doesn't stop at the pouch. Salmon flavor, soft, 30 chews per pack.
One chew, 40 minutes before the thing your cat is dreading. For nights, one chew after their last meal.
"Fusa ships as one wordmark, one mark, three illustrated postures, a two-ground colour system and two lighting recipes. Adding a third formula means choosing a ground, a posture and an hour — nothing else in the identity moves."
— Design notes, from the concept doc
Fusa is a fictional brand created as a self-initiated concept project to demonstrate identity and packaging work. It is not a real product, it is not for sale, and the ingredient panels are illustrative only — they are not veterinary guidance. All product photography is digitally rendered.
Fusa was born from our Brand Reframing / Identity from scratch service. 4-phase method, 6–8 week timing, deliverables transferred to your cloud with 100% ownership.
Discover Brand ReframingFull identity for an emerging radio-platform: animated logo, brand system, website with motion signature.
Digital ecosystem for a biotech distributor: B2B e-commerce, sales rep portal, order dashboard.
Direct booking engine + Meta Ads campaigns for a Brazilian hospitality property.
Brand identity + packaging for a three-step skincare line. Mass-tinted palette, dry-embossed monogram.
Book a free audit. In 30 minutes we'll tell you what we'd build for you and how.