Last year, we partnered with AMV BBDO to design and manufacture a Mailer Kit for creating User Generated Content for the WHISKAS® global campaign “Trust the Purr”, which launched in early 2026.
Inspired by the insight that “9 out of 10 cats love WHISKAS®”, the campaign uses influencer-shot footage to prove that, given the choice between WHISKAS® and their usual food, cats choose WHISKAS®.
AMV asked us to bring the concept to life by designing a user-assembled, mailable, filming studio that could be sent to famous cat influencers to generate footage with a consistent backdrop, lighting and aspect ratio for socials.
Additional Brief Requirements -
The design and graphics of the package needed to reflect the fun, playful nature of the campaign and the WHISKAS brand.
The proportions of cats needed to be accounted for, including ensuring that the bowls were raised up on a plinth so that they could reach the food through the WHISKAS logo shaped aperture.
The box size & proportions had to be optimised to ensure a small footprint, but large enough to get a full 9:16 aspect ratio with a mobile phone. The rear face needed to hold and retain the phone, and the design needed to work across all popular phone models.
The lighting needed to be consistent across all of the shots. We decided from the onset to use frosted plastic in the lid to facilitate this.
Conceptual Design
Our team began this project with a conceptual design phase, as we do with lots of our projects. This is a chance to be creative and explore different forms, styles and functional opportunities for the design. In this case, we focused on the construction of the box, presenting the client with two different ideas for how this could be done. Concept 1 focused on a folding construction that constructs a box, and Concept 2 used slotted cardboard panels that interlock to form a simple yet rigid form. Each concept simultaneously offered a different stylistic flavour, allowing the client to input and offer preferences on the design moving into the proceeding stages.
Conceptual Finalisation and Prototyping
The client selected Concept 2, liking the artwork direction, and the simple, yet robust construction. The next phase that we undertook was Concept Finalisation, which is where we take feedback and notes from the client, based on the Conceptual Design previously presented to craft a single, finalised direction for the project.
In this case, we also produced a prototype, the first of three that we worked on, in-house, over the duration of this project. This allowed us to test the construction, and validate the proportions of the design. AMV also used this prototype to do some initial testing of the concept with a handful of cats, to ensure that it was feasible and realistic!
Prompted by client feedback, we explored using WHISKAS purple faux-fur on the walls of the box at this stage, which can be seen in the visuals. We ultimately opted for a gloss, wipeable finish instead.
Engineering and Production
Upon the client signing off the Finalisation Phase, we prepared the design for manufacture. Some of the modifications at this stage included increasing the thickness of the panels to 5mm, to improve the rigidity of the design. We also added printed infographics to assist with positioning the phone and assembling the product. We also added adhesive-backed cardboard strips that could raise the height of the camera up to a printed mark, ensuring a consistent, well-proportioned shot every time.
We worked with our global manufacturing network to produce 100 of the boxes, which were then shipped worldwide to selected influencers. We also created a custom packaging solution to protect the products during transit, and influencer name stickers to give a personalised user experience.
Congratulations to AMV BBDO and WHISKAS on the campaign, we had a lot of fun helping to bring this concept to life.
Got your own great idea that you’d like to turn into reality? We’d love to hear it - call 01623 884300 today to arrange a consultation.
Written by Finn Reilly-McQueen. Industrial Designer at Centreline London
