Snookums is a cat food for cats with chutzpah; cats that are rough, tough and have had enough of your negligent and embarrassing, human behavior. The objective was to differentiate the Snookums brand from competitors using a unique "un-sugarcoated" portrayal of cats, channelling frustrations felt by cats worldwide and the guilt and flaws of their human masters.
The brand had to also visually stand apart; and does so, due to it's simplicity and "no bull" look and feel, which mimics the Snookums' felines attitude toward the consumer.
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