Proposal for The Scratching Post

Cats. A furry buddy who does nothing all day but sleep; doesn't that sound like just the perfect pet? If you already have a buddy, another cat could be just what they need, a best friend while you're gone. But if you're not looking for a companion, don't fret, the newly rebranded Scratching Post cat cafe is where you need to go and welcomes everyone to give their kitties love without the expectation of it leading to adoption. 

The scratching post is a non-profit organization called a cat cafe in Lewisburg, Pa, that cares for felines who are ready for adoption. However, it can also serve as a source of entertainment for people wanting to relax in the company of felines. The cats in the cafe have been rescued and live at the cafe to familiarize them with people in a nurturing environment. “Approximately 7.6 million companion animals enter animal shelters nationwide every year. Of those, approximately 3.4 million are cats.”  Having paying visitors to cat cafes is also a great way to fund the humane care and rescue of cats so they don't just end up in shelters with no money for health care. The biggest thing that cat cafes are missing is attractive branding to spread awareness of this great opportunity.  

Objectives

To independently research, design, and produce a logo, website, adoption kit, business card, flyer, and interior graphics for The Scratching Post Cat Cafe.

To continuously judge my project for quality and take critique from my peers, and remove and reinterpret the parts that aren’t working.  

To maintain a consistent brand identity across all materials produced.

To analyze and refine the identity of the existing business “The Scratching Post”.

To produce printed products and environmental graphics at high quality.  

To present physical and digital graphic media in a cohesive and professional manner and defend all design decisions.

Deliverables

  • Logo design

  • Website

    • About

    • Adopt

    • Volunteer

    • Kitty shop

    • Donate

  • Adoption kit

    • Adoption Certificate

    • Stickers

    • Pet Contract

    • Vaccination Card

    • Tips for welcoming your cat

    • Cat essentials list

    • Treats 

  • Business card

  • Poster

  • Environmental Graphic

Research

This project took a minimal amount of research, as the business I designed for already exists. I researched aspects of cat behavior like the most common positions you would find a cat in and how they portray their personality. I thought the color was another important aspect of this project because I wanted it to come forward as calm and inviting, not overwhelmingly bold.

I also searched to see other cat cafes, how they portray their cats, what colors they use, and what the environment is like.

Most importantly I researched The Scratching Post: I was able to visit a couple of times to get a real feel of who they are. I researched cats’ required needs to thrive, how to introduce new cats and other adoption contracts from cat cafes. I adopted from a different cat cafe twice, which gave me a deeper insight into the adoption process and the paperwork you get. Last but not least, I researched what appeals most to the average cat enthusiast: turns out it’s those big eyes that get you! Don’t you agree?

I started by creating ideas for the logo and the colors I wanted to go with the rebrand. I thought about possibly designing a typographic logo where the cat made up the C in scratching (on the top). I later progressed to the logos on the bottom, where instead of having the cat part of the type, it stands on its own. You can see that I had a couple of different choices of type, but eventually went with Proxima Nova.

Website

With my website, I wanted to show a little more personality than I did with the logo. On each page, you will find a little silhouette feline poking out of the footer. It is important to note that the curved tails of each of the cats are shown, to tie with the other components of this project.

You can check out the full website by clicking the button below!

Adoption Kit

Exterior

Adoption Kit Exterior

Interior cat essentials

On the front, I went with a minimal design: the icon from the logo.

Interior

Adoption Kit Interior

Interior paper components

Business Card

I made this environmental graphic to represent the faces of cats that were adopted and rescued. This will allow visitors to see who they are saving when they donate, or possibly adopting.

On the back is the logo and the contact information of the founder of The Scratching Post.

Poster

This poster was made to make people aware of The Scratching Post, and the words SAVE A LIFE. ADOPT. are to get to the viewer’s heart and grab their attention. Below that, you will find the hours and then the contact information. Through my work you will see those words repeated, to emphasize saving a life can help millions of cats, not just in Lewisburg.

Environmental Graphic

Target Audience

The primary target audience will be millennials (ages 20 to 40), specifically those who are interested in cats. "Millennial pet owners, those in the 25 to 39-year-old age group, are the object of special attention.  The 37 million Millennials who own pets constitute 27% of all pet owners,…" The large populations of millennials at the nearby colleges provide a large source of business for this cat cafe. There is a lot of potential in cat cafes for those interested in adopting a cat or who want to enjoy their company without the commitment of owning them.

Logo Design

On the right is my final logo for The Scratching Post. I eliminated “The” because I didn’t feel like it was needed. The tail on the cat allows the icon to better relate to the text. I chose shades of purple for the color scheme because I think it portrays calmness, and that’s what a cat cafe does to me!