The Garden of Forgotten Recipes

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Purina Fancy Feast has requested a unique user experience to engage potential customers under 35 years old. The proposed event is set to take place in New York during the winter of 2024.

Mission:

To expand the Fancy Feast brand's reach among consumers and retail stores, the goal is to reimagine "fanciness" in a way that resonates with a younger generation, while preserving the brand's core values of culinary delight and the love shared with our furry companions.

Team Project: with Jiin Park (Spatial Design), Jade Liang (Graphic Design), Tyler Yuan (Product Design)
Project Duration: 14 weeks (2024 Spring)
Skillsets: Branding, marketing research, experience design, spatial design, graphic design

All about Pet Parents

“People want the best for their pets – and that means aligning with their owners’ personal priorities around nutrition, fashion and ethics.”

Stylus, 2023

Pet owners under 35, including both Gen Z and Millennials, have had their lives significantly shaped by the 2020 pandemic.

“We truly need an entire community to feel whole.”

Marisa Franco, an American psychologist on friendship after pandemic

Longing To Be Connected

Due to social distancing during the pandemic, Gen Z and Millennials crave in-person connections. They want brands to showcase their values in physical spaces.

“The best ingredient is love.”

Fancy Feast slogan

Wide Portfolio

Premiumization

Cuisine

Celebrating Festivals

Feastivities is how Fancy Feast celebrates the holidays. Each year, Fancy Feast offers a collectable cat-themed ornament, which drives positive awareness and builds brand equity.

The Iconic Cat

The white Persian cat is iconic to Fancy Feast branding, serving as a symbol of luxury and indulgence.

Color Palette

Besides white and black, texture gold is primarily used to bring in warmth in communications.

How might Fancy Feast create a unique and ownable experience to facilitate connection between cats & cat lovers?

Design Drivers

Connected

Exclusive

Enchanted

We invite you to step into a unique world where culinary adventure awaits at every corner within the enchanted garden of the beloved white cat of Fancy Feast.

This experiential market, designed to be held indoors at the World Trade Center during the Christmas season, features a unique blend of interactive activities. Highlights include the Recipe Puzzle Collection, A Moment with the Fancy Cat, and Merry Christmas, all crafted to create a memorable, festive experience that engages visitors in a playful and heartwarming way.

Recipe Puzzle Collection

Ingredients are the puzzle pieces that complete a recipe.

A Fancy Feast is crafted with meticulous care and attention to details.

What’s the secret recipe to create a Fancy Feast?

From the Fancy Feast Recipe Book, inspired by cat food, we selected three signature dishes that represent the elements of sky, land, and ocean. At each station, gourmet food is served, allowing customers to enjoy both the dishes and the immersive environment around them.

Collect and complete the puzzle.

Collecting all the recipe cards from the stations allows customers to piece together the complete pattern.

A Moment with the Fancy Cat

A photobooth where people can interact with the beloved white persian cat.

Merry Christmas

After visiting each food station and enjoying a memorable moment with the iconic cat, customers gather at the event's center to hang their best wishes on the Christmas tree. This way, they not only take away a rich experience but also leave a meaningful connection with the brand.

Cafe & Gift Shop

Keep The Celebration

We honor the brand’s tradition of presenting cat-themed ornaments to customers each year. Before leaving the event, guests can choose their favorite souvenirs as a lasting memory of the experience.

Feast For Pet Parents

The café menu is inspired by Fancy Feast recipe books, featuring the iconic white cat illustration on the cover.

More process: