THE CAT LADIES
From single-SKU Amazon product to
a scalable lifestyle brand
THE CAT LADIES
Evolving The Cat Ladies from a niche cat grass product into a premium, wellness-led lifestyle brand for cats and their owners.
CASE STUDY
Operating within a $30.9 billion and growing US cat market, The Cat Ladies identified a clear opportunity to move beyond the constraints of the cat grass category. With over 45 million cat-owning households in the US, the focus shifted toward building a premium lifestyle brand designed for long-term portfolio and category expansion across Amazon, DTC, and retail.
OBJECTIVE
To reposition The Cat Ladies from a single-SKU Amazon brand into a scalable CPG omni-channel platform capable of supporting portfolio expansion, DTC growth, and retail readiness.
The objective was to establish a cohesive brand system that could drive clarity, conversion, and long-term brand equity across Amazon, DTC, and retail channels.
SCOPE OF WORK
Brand strategy and repositioning
Brand architecture and portfolio planning
Visual identity and brand system development
Content production across photography and video
New product development and packaging design
Amazon PDPs, Premium A+ content, and storefront optimization
Shopify website rebuild and UX optimization
CRM, social, and lifecycle content systems
Retail and omni-channel creative support
IMPACT SNAPSHOT
National retail placement secured with Walmart, PetSmart, and Petsure
40+ new SKUs launched across five product verticals: Cat Grass, Eat, Sleep, Play, and Groom
6.5% year-on-year uplift in conversion rates across Amazon and DTC following brand, storefront, and PDP optimisation
Add-to-cart rates peaked at 11% post-optimisation, signalling increased purchase intent and PDP effectiveness
CRM audience scaled from ~14,000 to 33,000+ subscribers year-on-year (2024–2025), with monthly acquisition peaking above 5,000 sign-ups during optimised periods
Scalable brand, content, and commerce systems established to support ongoing portfolio expansion, omnichannel growth, and retail readiness.
THE CHALLENGE
The Cat Ladies had reached a growth ceiling as a single-SKU Amazon brand.
The original website (shown here) and brand presentation reflected an outdated, product-led aesthetic that limited clarity, differentiation, and scalability. While effective for early traction, the experience lacked the structure, consistency, and premium cues required to support category expansion, retail readiness, and long-term brand growth.
The absence of a defined brand system constrained cohesion across Amazon, DTC, and owned channels, making it difficult to scale the brand with confidence.
STRATEGIC OPPORTUNITY
A review of the category revealed a disconnect between brand name, product offering, and consumer perception.
While positioned as The Cat Ladies, the brand operated as a single-SKU cat grass product competing in a functional, low-engagement category. Consumer behaviour indicated growing demand for wellness-led pet products, while competitor analysis showed an opportunity to move beyond commodity grass into a broader lifestyle and care ecosystem.
BRAND REPOSITIONING & IDENTITY
Repositioned The Cat Ladies from a single-product cat grass brand into a lifestyle-led wellness platform for modern cat owners — aligning strategy, narrative, copy, and visual identity into one cohesive brand system.
Clear brand role and customer journey defined using the SB7 framework
Positioning expanded beyond cat grass into lifestyle, enrichment, and wellness
Unified voice and conversion-led copywriting across all consumer touchpoints
Refined colour palette, lifestyle-first visuals, and a distinctive cat mascot
Cohesive narrative across packaging, digital platforms, and content
Elevated photography reflecting real homes and everyday rituals
Built a scalable content engine to support Amazon PDPs, paid media, CRM, organic social, and retail launches — ensuring creative consistency while optimizing for conversion.
Lifestyle & product photography for Amazon, DTC & retail
PDP-optimised pack shots & comparison imagery
UGC-style video for paid social & performance testing
Modular visual systems reused across PDPs, storefronts, CRM & ads
CONTENT PRODUCTION & VISUAL SYSTEMS
Director & Producer across all shoots
NPD: PRODUCT & PACKAGING DESIGN
Led end-to-end development of new product ranges
Packaging systems designed for Amazon, DTC, and retail compliance
Optimised formats for gifting, replenishment, and repeat purchase
Visual consistency maintained across expanding SKU families.
AMAZON & DTC TRANSFORMATION
Rebuilt Amazon and Shopify platforms to support the new brand positioning, category structure, and retail-ready storytelling.
Amazon
Category-led storefront redesign
Premium A+ and PDP image systems
Conversion-focused content hierarchy
Consistent storytelling across ASIN families
DTC (Shopify)
Lifestyle-driven site architecture
Cross-category merchandising
CRM-integrated content and campaign flows.
CRM & SOCIAL
CRM, social, and social commerce were treated as connected touchpoints within a single lifecycle ecosystem — supporting discovery, education, retention, and conversion.
CRM activity focused on segmented lifecycle campaigns, including product education, back-in-stock flows, and new product launches, reinforcing the brand’s wellness-led positioning without over-reliance on discounting.
Organic social content prioritised education, lifestyle storytelling, and emotional connection, shifting the channel from pure promotion to long-term brand building.
TikTok Shop was introduced as a social-first commerce channel, leveraging creator-led and UGC-style content to test messaging, validate demand, and enable direct-to-consumer conversion within a discovery-driven environment.
CONCLUSION
The Cat Ladies brand overhaul delivered a cohesive, wellness-led CPG platform capable of scaling beyond a single product and marketplace-only presence.
Today, the brand operates with the systems, portfolio depth, and channel readiness required to support ongoing growth across Amazon, DTC, and national retail, underpinned by consistent execution and long-term brand equity.
Testimonials