With the new development of pet-raising trend and the upgrading of urban pet consumption pattern, needs of pet life extend to emotional attention, and pets gradually become the emotional companion role in the family.

The design of 101PET is inspired by "101 Loyal Dogs", which means "embracing the pets’ lifestyle with 101% enthusiasm". We integrate the concept into the generation process of brand graphics, and the cute pet emoji runs through the design layout system, which is connected by some cheerful "paw prints" and energetic jumping lines to show the enthusiastic and active posture of pets through simple symbol combination, leading consumers to experience the beautiful life of human and pets rich in emotion.

These symbols are applied to the space installation, product packaging, space logo and the vivid vitality of the brand is stylized through visual style. These iconic, different and high-quality design language deepen the interaction and communication between people and the brand and the space while expanding the visual communication of the brand.

Informal Design, founded in 2018, is a design company advocating a creative artistic atmosphere with the spirit of independence and innovation.