Lignetics’ goal was to act as a wise, learned voice for the kitty litter movement they wanted people to join. With a sage leader in mind that would guide consumers to a better option, Moxie Sozo forged ahead with tasks like naming and designing the packaging for Catalyst. That wise leader manifests itself on the packaging as a virtuous propaganda pussycat, flag in its paw as it shepherds consumers to a new kitty litter experience.
“They wanted to start a movement—how to get people to make tinier, responsible choices in their life that would have big payoffs. So much kitty litter ends up in the landfill, and this is a little choice that they can make.”
