Snookums is a cat food for cats with chutzpah; cats that are rough, tough and have had enough of your negligent and embarrassing, human behaviour. Designer Eric Hart differentiate the Snookums brand 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. The brand stood apart due to it’s simplicity and “no bullshit” look and feel which mimics the Snookums’ felines attitude toward the consumer. Had me smiling from ear to ear.