Where Clean Meets Dirty: Building a Sexy Cat Litter Brand
Brand Strategy • Naming • Messaging • Packaging • Copywriting
Wood Fuel Developers, best known for their sustainable wood pellets for grills and fire pits, came to us with a surprising challenge: launch an all-natural, wood-based cat litter. The product itself was strong—100% pine, low-tracking, odor-absorbing, and sustainable—but it risked fading into a sea of bland competitors. Our challenge was to name and brand this litter in a way that made people actually care about cat litter.
Most litter brands played it safe—clinical, cutesy, or forgettable. We saw an opportunity to flip the script. What if we made cat litter sexy?
The result was Naked Instincts: a brand built on cheeky confidence, sleek packaging, and bold storytelling. We leaned into contrast: clean product, dirty puns. Boring category, unforgettable voice. Naked Instincts doesn’t just sit on the shelf—it turns heads and owns its niche.
Results & Highlights
Named and launched Naked Instincts, a brand designed to disrupt a stale category
Crafted a bold, playful voice that combined product benefits with irreverent wit
Wrote all website copy and brand narrative, balancing humor with clarity
Created taglines and marketing messaging for packaging, retail, and digital channels
Designed packaging structure and language to stand out in retail environments
What I Delivered
Naming and brand strategy development
Full messaging framework and tagline system
Packaging copy and structural content
Website copy and long-form brand storytelling
Persona and campaign concepts for voice extension
Copywriting Examples
“The world’s sexiest cat litter.”
“Let’s talk dirty.”
“Give in to your animal. Get Naked.”
“Your cat will pine for it.”
“Your cat’s business doesn’t have to be all business.”
“Sure, there are many shades of grey litter to choose from… but dusty, harmful dirt will never be sexy.”
Brand Story Excerpt
"Sure, there are many shades of grey litter to choose from, but dusty, harmful dirt will never be sexy. That’s why we’ve created a stripped-down, all-natural pine litter for your frisky feline: Naked Litter. In the form of a low-tracking, lightweight pellet, Naked Litter absorbs your cat’s urine and traps embarrassing poopy odors like it’s nobody’s business. Chemical and dust-free with a natural wood color and scent, your cat will actually start to dig their 'me time.' And you’ll dig that Naked Litter is compostable and sustainable, so it’s just right for your cat and the environment."
