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. Snookums differentiates itself 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.
Eric was the sole creator of Snookums. He conceived the project and developed the brand identity for a consistent look and feel across product and advertising. Eric also designed the product packaging, built the mockups, designed the point of purchase display, print advertising materials and marketing strategy. Eric was the copywriter on this project as well.