Prairie Clean Litter Branding
Prairie Clean Enterprises
Prairie Clean Litter is a farm-to-home cat litter made by Prairie Clean Enterprises (PCE). This 100% natural cat litter, made entirely from renewable flax straw, is low-tracking, non-clumping, and incredible at eliminating odor.
The Challenge
PCE had built a strong reputation in industrial and agricultural markets, but launching a consumer product meant entering entirely new territory. They needed a brand that could stand on its own in pet stores and online while still honouring the PCE story.
The Regina Humane Society (RHS) was naming Prairie Clean Litter their exclusive cat litter supplier, and the official launch event was locked in. PCE needed everything—packaging, logo, website, social channels, the works—ready in time for that event.
But more important than the timeline was creating a brand compelling enough to convince cat owners to switch litters. In a competitive market where every box and bag looks and feels the same, Prairie Clean Litter had to break through.
The Thinking
We started with research. Walking the aisles, we noticed every cat litter brand featured cats. Adorable cats. Happy cats. Cat silhouettes. But no humans. That became our insight: put a human on the packaging. Cats don’t care what their litter smells like. People do. Prairie Clean Litter’s biggest advantage, eliminating that unmistakable cat pee smell, was a benefit for cat parents, so we wanted to put one on the packaging. Additionally, every cat featured on a bag or box of litter was a pristine purebred. Next to our smiling spokesperson, we wanted to put a beautifully ordinary, everyday cat or two.
This decision became the foundation for everything else. The colours, logo, and typeface all evolved from designing around a person and their two adorable fluff balls, instead of just a cat. To find that person, we held a cat photography event where participants received free professional photos and the chance to be featured on the packaging. The woman whose face now graces every bag came from that event, and her genuine warmth helped define the brand’s personality.
Prairie Clean Litter needed to feel different from PCE while still paying respect to its roots. We kept PCE’s typeface for “Prairie Clean” but paired it with a friendlier font for “Litter,” signalling the shift to a different audience. We pulled from PCE’s secondary colour palette, adding brightness and approachability without abandoning the parent brand entirely. The result was a brand identity that felt fresh and inviting while still connected to PCE.
With the RHS event fast approaching and production timelines tight, we partnered with Creative Display to create a true-to-size mockup bag. We also developed a brand guide for the PCE team, a user guide for consumers, a pull-up banner, and a video slideshow presentation for the event. We built PCL’s website and social channels from scratch, ensuring the new brand looked and felt real. Then, at the event itself, we captured video footage and turned it into a series of social media videos, using the momentum of the launch to keep growing Prairie Clean Litter’s presence.
The Result
The RHS event was a massive success, and the PCE team was over the moon with the brand we created. People responded immediately. The cat photography event generated excitement and genuine brand ambassadors. Pre-orders started rolling in through the new website.
Prairie Clean Litter now has a complete brand identity that stands confidently alongside established competitors while staying true to its farm-to-home roots. This project wasn’t just about making something pretty. It was about creating a brand that could compete, convert, and carry PCE into an entirely new market.
