An Iconic Rebrand for a Community Staple

Under new ownership, Reno's oldest specialty coffee roaster, Laughing Cat Coffee, established in 1990, embarked on a brand refresh that honored its roots while reflecting a new direction. At the heart of this evolution is Catuai, the updated mascot inspired by owner Steven's love for classic movies and the iconic designs of Saul Bass. Catuai embodies Laughing Cat's commitment to quality without taking itself too seriously, aligning with the brand's core values of community, integrity, and pioneering spirit. The mascot's whimsical design graces the coffee bags' and sticker label system, giving flexibility and visual distinction between offerings. Bright hues adorn single-origin labels on 1/2 lb bags, while deep, rich colors signify blends on 1lb bags, creating a cohesive yet adaptable packaging solution that reflects Laughing Cat's updated brand positioning.