ToyPet
A pet-care identity uses rounded characters and category colours to connect packaging, retail graphics and everyday accessories.
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.
A shared body shape does not have to flatten personality. The small differences between companions give the category system variety while keeping the wider shop and packaging family connected.
Visual identity and art direction by Ali Komeili.
What the work needed to connect
Connect multiple pet categories through a friendly identity while keeping the individual animals and product groups visually distinct.
A family across pet categories
ToyPet brings a broad range of animals into one visual family. Rounded forms and large eyes connect the characters, while individual silhouettes distinguish each companion. The identity gives different product categories a shared starting point.
A character system with room to vary
The sketch sheet introduces the wordmark and silhouettes before the identity kit and product family. That sequence makes the repeated round construction visible, then shows how it changes for different animals.
Character within a consistent shape
Each mascot starts with a low, rounded body and circular eyes. Small changes to ears, limbs and expression identify the animal. Colour separates categories while the underlying construction keeps the family together.
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.
From packaging to a storefront
The applications explore the identity at different scales, from collar tags to storefront graphics. Repeated shapes, colour and lettering connect these surfaces. Character variation provides room to expand the system without redrawing its basic rules.
What I take from this direction
A shared body shape does not have to flatten personality. The small differences between companions give the category system variety while keeping the wider shop and packaging family connected.