ToyPet
A friendly pet-care identity helps owners recognise animal categories across food packaging, accessories and a shared retail environment.
ToyPet is a contemporary pet-care retailer built around warmth, play and a belief that every animal deserves thoughtful care. The brand serves familiar companions and exotic pets through a single approachable experience, using clear category cues to help owners navigate food, accessories and habitat products with confidence.
Connect multiple pet categories through a friendly identity while keeping the individual animals and product groups visually distinct.
Brand strategy, bilingual identity direction, wordmark refinement, mascot system, packaging, retail environment and campaign art direction.
Wordmark, modular mascot family, five-category colour system, packaging range, accessories, environmental graphics and photographic direction.
The wordmark, mascots and category colours connect the packaging family to bowls, accessories and storefront graphics. The system gives each animal a clear place in the shop and leaves room for further categories within the same approachable construction.
Visual identity and art direction by Ali Komeili.
Care for every kind of companion
ToyPet serves people caring for cats, dogs, birds, rabbits and reptiles. The identity welcomes that variety through a family of rounded characters, each with its own silhouette and category colour. Owners can recognise their companion’s place in the range, while the shop retains one friendly personality.
Small differences make each animal familiar
Circular eyes and rounded bodies give the mascots a shared construction. Ears, beaks, tails and limbs do the work of identifying each animal. Category colours carry those differences onto the packs, so character and product navigation support each other.
A green extension for reptiles
Gecko and tortoise graphics extend the system into reptile care. Emerald and leaf greens distinguish this category across packaging and habitat products. The wordmark and rounded character construction retain continuity with the wider identity.
A shop that can welcome more companions
The wordmark, mascots and category colours connect the packaging family to bowls, accessories and storefront graphics. The system gives each animal a clear place in the shop and leaves room for further categories within the same approachable construction.