Case file 01 / Brandbook / Voice & social strategy
Kitty Riot
Cute on the surface. Rebellious underneath.
Context
Kitty Riot exists for people who laugh at chaos instead of pretending everything is fine. Not just merch, a wearable commentary on internet culture, modern stress, political absurdity and pop-culture obsession.
01
The why
A small rebellion against the pressure to be perfect, composed and predictable. The kitten is cute and underestimated; the riot is bold and unapologetic.
If the world is ridiculous, we might as well dress like we know it.
02
The talk
Sharp, playful, ironic, self-aware. Never corporate. It should feel like a clever tweet, a meme caption, or a brutally honest group chat message.
Tone
- Witty, “Too politically aware to be this mentally stable.”
- Ironic
- Self-aware, “If stress burned calories, I'd be a supermodel.”
- Internet-native, doomscrolling, soft crisis energy, delusional optimism
We are not a motivational brand. We are a relatable chaos brand.
Instagram: “Breaking news: everything is slightly on fire. Anyway, new drop is live.”
03
The look
Hot pink
#E15E7A
Black
#000000
Light pink
#F9BDBC
04
The feed
Opening Instagram with three grid videos: “Its Kitty Riot” flicking through fonts with keyboard and flash sounds, switching texts ending on “Its Kitty Riot Sweetheart”, then real tees on people to a camera-shutter soundtrack. After that, every post a grid post, white, pink, black, with polls and questions in stories.
If you could wear one tee for the rest of your life, what would it say?
Story prompt from the strategy.
05
The mood
References for how the tees should live on people and in the world.
