BREEDER’S CHOICE
COMPELLING ECO STORYTELLING
CLIENT
FibreCycle
SCOPE
Strategy • Design • Realisation • Sustainability Strategy
THE CHALLENGE
A brilliant product, missing a brand. Breeders Choice by FibreCycle has been ingeniously locally manufacturing upcycled litter for over 30 years. However, even loyalist consumers weren’t able to recall the brand name, with the hero ginger cat as the only signifier.
THE SOLVE
The graphic ‘B’ in this design creates a confident, branded structure that is smart, distinctive and modern, with just the right amount of gumption. Teal and white combine to deliver efficacy.
In 2024, we evolved Ginger the kitten with a hyper-real illustration that dials up warmth and connection.
Stretching beyond litter and into the the world of play and connection, Cat Treats takes the expertise and quality of Breeder’s Choice to a loving and playful expression in a new category.
Breeder’s Choice Cat Treats was awarded gold at the 2025 PIDA Packaging Innovation & Design Awards.
$120M
Contemporary eco narrative 30 years in the making, helping sales grow from $30M to $120M in three years.
SOURCE: CEO, FibreCycle. March 2023.
