• Brand Identity
  • Art/Creative Direction
  • Packaging
  • Illustration
  • Digital Design
  • Animation
  • Video

Full identity for Smalls — a new, subscription-based cat food company. Little Troop designed every touchpoint with a focus on the brand's core mission, to get 'back to good basics' — including branding, illustration, art direction and styling, website and packaging.

Type and Color

Dry and pared-back — referencing the brand’s ‘Back to Basics’ values.


A suite of Smalls cat mascots follows the Smalls customer throughout all brand interactions — bringing messaging to life in a playful and ownable illustrative series.

Pre-Launch Microsite

A split-screen splash page — introducing Smalls with a company Manifesto and email capture integration. A Smalls cat follows the user down the page, on all devices and at all breakpoints.


The website weaves together educational content with commerce. Unexpected, playful interactions and rich product storytelling are brought to life with real-world photography and off-beat illustrations.

User onboarding — integrating custom illustrations for each cat profile type.

Still Life Art Direction & Styling

A series of kitchen benchtops was shot to illustrate each of the Smalls recipe ingredients. The images were made to appear as if lit with morning sun to convey a sense of reality and warmth, with 70's-inspired kitchen benchtop surfaces employed to strengthen this idea.

Lifestyle Photography

A series of straightforward close-crops with cats and their owners were shot to reference the intimacy of these relationships.

Shot by BriAnne Wills of Girls and their Cats, an ongoing series of lifestyle imagery has been created to document real cat owners in their homes within New York City — from Lower East Side to Greenpoint. The imagery was used throughout branded content, to help bring messaging to life and as a visual counterpoint to a series of real-life Smalls product reviews.

Photography BriAnne Wills and Moss Park NYC Website Development Human NYC

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