Mean Eyed Cat

The brief was to thoughtfully revisit a beloved heritage brand by honoring what made it iconic while refreshing it for its original venue and preparing it for an entirely new market.

Working closely with a local agency and artist, I helped evolve the existing visual identity, anchored by the brand's signature graphics, into an updated suite spanning brand system, paper system, environmental graphics and merchandise. All was carefully crafted to resonate with a loyal existing following while welcoming a new audience.

The launch generated 32M+ media impressions, strong opening momentum and consistently high merchandise sell-through rates, well beyond the initial rollout.

Creative + Art Direction

Brand Strategy

Merchandise Systems

Graphic Design

Photography Direction