Why do humans need cats? Are you designing for people or cats?

I started building a brand because I couldn’t buy the products I liked. I even used my cat’s name as the brand name. This willful and loving story is the true process of the founding of pidan. pidan from the pet circle is actually no stranger to the design circle. He has Red Dot, IF Award, ABCD, 702, conditioned reflex... pidan is famous for attaching great importance to design.

After 7 years of establishment, pidan's The results are very impressive. Regarding design, products, cats, and the first two questions, pidan recently gave a new answer after careful consideration.

The cat in my memory always likes to sleep on the window sill filled with sunshine

Now he must hope that

he can continue to be together A warm and quiet corner

Continue to guard this home silently

Continue to look forward to the next sunny day

That time

You in my memory

Will come back to see me

"My philosophy comes from Nietzsche, and a very important concept I have realized is that 'only tragedy can empathize."

So, in this brand upgrade, it is difficult not to notice a sentence printed everywhere by pidan: "The reason why humans need cats is because they can make you and I easily fall into sadness when we are alone." The emotions are solidified in the beauty of peace." This concept is particularly evident in the short film "Heart of the Broken Sun" created by director Bi Gan for pidan.

Most people have the impression that pidan is a small but beautiful brand that quietly expresses itself. However, judging from this upgrade, pidan definitely has a huge and far-reaching goal in the pet products industry. Before there were benchmark brands like IKEA and Uniqlo, pidan followed them.

“Design is not a style choice, but an information worldview that interprets the essence of the brand.”

Just like Ma Wenfei appreciates UNIQLO’s concept – truly high-quality clothing comes from high-quality “materials” , so the materials are innovative every year, the designs are simple and bright, and most of the clothing styles are basic. The stacked store shelves allow consumers to see key information such as styles, sizes, prices, and materials at a glance.

The recognition of this concept is also reflected in the fact that pidan has a very clear idea of ​​how to use design. First, you must clearly understand the value that the brand wants to convey, and then you will understand how to use design, rather than just following a certain trend. Style color, shape.

In this series of brand upgrades, pidan proposed to use "calm beauty" as a unified expression at the brand level. This sense of calm and the pursuit of beauty extend to the content output of the brand at all levels. What is commendable is that pidan's desire for expression has always been strong and sincere.

After seeing too many cold renderings, I was really shocked when I saw this set of photos from "pidan travel" for the first time, because a powerful brand can truly influence and comfort people. .

“Products have energy, you must believe in the power of products.”

pidan Travel Series

In this set of photos, Hokkaido, Qinghai Lake, tundra, snow-capped mountains, desert... pidan will The products are scattered in every corner of the world, relying on those natural landscapes that have existed for thousands of years, growing quietly and slowly, even a bit like a parallel world, soothing people's eyes and hearts during the epidemic.

Pidan has always had its own considerations in choosing partners. In this first brand film, it seems natural to choose Bi Gan, because Bi Gan's poetic image style seems to be " The best presentation of the beauty of tranquility.

“Through the film, we hope to let more people know pidan, so that some people can be comforted, and a small number of people can like pidan.”

Although the film is broken The circle and controversy have their own opinions, but pidan did make an unconventional attempt. Although the whole film does not reveal any pidan products, if we go back to the core of "calm beauty", this is an accurate and Effective expression.

In short, when we carefully observe pidan's design, from logo to font selection, brand official website, shopping page, product design, packaging, and a series of brand content marketing, this kind of design based on "calm beauty" Consistent expression multiplies the power of the brand.

"Who am I? Where do I come from? Where do I go?" This is the three questions of the soul from Socrates, and it is the ultimate proposition of philosophy. This is true for a person, and it is true for a brand.

Continuously examine yourself, constantly adjust your positioning, and constantly express yourself. In this process, pidan uses this method to make pidan closer to what you want to be.