Caitlin Bowen

Public Relations Specialist

For this assignment, I analyzed the Instagram post below, which was distributed by a cat café in Los Angeles: Crumbs & Whiskers. Crumbs & Whiskers is a nonprofit cat “lounge” that aims to rescue and rehome homeless cats, many of which they save from high-kill shelters (Crumbs & Whiskers, 2022). While its vision is not listed, it is safe to assume the nonprofit wishes to save the lives of all shelter cats by rehoming them.

Overall Communications Goal:

  • The overall communications goal of this Instagram post is brand-building. The name of the café features prominently in the background, and the intent is to increase awareness of the brand’s locations. Ideally, this increased awareness will encourage more adoption at their sites.

Target Audience:

  • The target audience consists of a variety of demographics. Adopting a pet is attractive to young children, young adults, middle-aged adults, and elderly people alike.

  • However, based on the brand’s existing aesthetics on social media, it is likely that its target audience focuses on women within the Gen-Z and Millennial age groups. The color theme includes “Millennial Pink,” and the post features a plant wall, which is a new, popular decoration that speaks to environmental values within those age groups. Additionally, the target audience is self-sufficient financially, as adopting a cat from Crumbs & Whiskers costs at least $150.

Effectiveness of Message, Content Style, and Content Production:

  • The message of this post is clear: adopt a lovable cat from Crumbs & Whiskers!

  • The design is simple yet trendy. The audience’s eyes are drawn to the neon “Crumbs & Whiskers” sign in the background, highlighting the brand-building intent of the post. Additionally, the color scheme is aesthetically pleasing, with pink, green, and black complementing one another.

  • My critique revolves around the one black pillow in the post. It draws your eye away from the black cat, which is supposed to be the focal point of the foreground. It also clashes against the light pink pillows next to it. While a small issue, the post would have been more pleasing if that pillow had been removed.


  • The story being told is one of brand difference. Crumbs & Whiskers is presenting its brand as the “trendy” and “aesthetic” cat café in L.A. and D.C. This can be inferred by the incorporation of the trendy color “Millennial Pink” and by the neon sign – a feature of many “cool” posts. Other social media photos include celebrity posts, which further highlight the café’s trendy nature. The message greatly resonates with me, especially since I hope to adopt a cat in L.A. soon. After browsing several cat café locations in Los Angeles and San Diego, I have found that Crumbs & Whiskers appeals the most to me aesthetically. Thus, I feel more inclined to visit and spend money at their establishment: an important goal for most brands.

Future Improvement of Content:

  • As of right now, the brand’s social media aesthetic tends to lend itself to younger, financially stable/independent women. The brand could improve its traction by marketing itself more to men, families, and the elderly. This could include posting more photos that feature these demographics, or changing the color scheme to add another, more gender-neutral color.

Disclaimer: I have no affiliation with Crumbs & Whiskers. This webpage and the included content are only for a class project.