HP-03 Cat Person Direction INF-03: Mark and type system as hero — wordmark as highest-leverage commission, one written photographic rule
Savage Cat
Savage Cat Food®

Savage Cat Food®

Whole prey — raw — US sourced — no fillers

One photographic rule
The cat is always shown in a posture of appetite or intent, never in repose.

This rule is a written constraint, not a mood board. It survives its creators and can be executed by any photographer without the art director present. A rule that cannot be stated in one sentence is not a rule.

Type System
Two faces. One job each.
Display — Instrument Serif
Savage Cat
Whole Prey
Headlines, callouts, product names, narrative claims
Functional — IBM Plex Sans + Mono
The obligate carnivore requires a diet built from whole prey. Every ingredient in the packet has a biological function. None of them are there to reassure you.
CHICKEN · WHOLE PREY · 3 OZ PACKET
No soy. No wheat. No corn. No vegetables.
Body, data, labels, ingredient panels, SKU navigation
Quality Marks
What we can verify. What that means.
US Sourced
All raw meat
US-sourced
Every protein in every SKU sourced domestically. No exceptions, no imports.
Cage Free
Raised without
confinement
Chicken and duck raised cage-free. Rabbit and lamb pasture-managed.
No HPP
No high pressure
processing
Most raw brands HPP. We don't. Cold chain maintained from production to freezer case.
No Antibiotics
Raised without
antibiotics
No antibiotics, growth hormones, or steroids. Across all three proteins, all formats.
Wordmark Direction
The name is the strongest asset.
The current treatment is not.

SAVAGE contains several letterforms with an opportunity for a proprietary encoded detail: a claw terminus on the V, a fang-like descender on the G, a cut mark in the terminal E. The mark must survive emboss, foil, embroidery on a retailer apron, and favicon scale. The current logo-in-circle treatment survives none of these.

The hexagon saber-tooth mark already exists as interim. A custom wordmark commission is the highest-leverage next step. Budget: one strong illustrator, one revision pass, one proof set.

S
Saber curve opportunity
A
Apex letterform
V
Claw terminus
G
Fang descender
E
Cut mark terminal
Savage Cat Food®
Design concept — for review only — HP-03 Cat Person Direction