creating a sub-brand

Tabcat is the world’s most effective cat locator, helping cat owners protect and find their furry friends. Tabcat’s parent brand Loc8tor, manufactures world leading RFID tracking technologies and provides solutions to numerous sectors across the world. Having noticed a growth opportunity in the cat owners market, Loc8tor approached Worth to develop and activate a sub-brand, targeting cat lovers globally.


Strategic turnaround ● Branding
Ecommerce design ● Packaging ● Digital Marketing
Tabcat infographic
Tabcat product shot with ginger cat


Our first task was to create a new, premium brand proposition that would appeal to the ‘pet parents’ market. Our detailed consumer research indicated that 42% of cat owners loved their cat as much as their own child, with more than half worrying about losing them. With the knowledge that no one was truly cutting through in the pet-tracking market, our new brand proposition had to be compelling and differentiating. As such, the ‘Tabcat safe & found’ brand was born.

Tabcat new brand


Everything about Tabcat’s ecommerce site had to reflect the new brand, drive traffic and maximise conversion. We introduced new typography, language and brand-specific lifestyle imagery to provide a consistent brand identity. For the shopping pages, we developed new product photography, iconography and included customer testimonials across the site to better the shopping experience.

Tabcat ecommerce platform


Our packaging strategy was two-fold; we wanted to create beautiful and memorable packaging that bettered customer experience and simultaneously saved costs. As a result, we developed a new slim and lightweight packaging format, which could easily fit through letterboxes and save on expensive courier fees.

Tabcat product and packaging

digital partnerships

We were delighted to secure a media partnership with one of the world’s leading pet websites, Pets Pyjamas. We brokered a brand-awareness campaign, providing Tabcat with leaderboards and MPUs across the site together with a series of newsletters to Pets Pyjamas’ vast email database.

Tabcat and Pets Pyjamas digital partnership