Agri-Pets

Agri-Pets is a Tertiary-Sector Renovation Project of Beijing Sijiqing Agricultural Technology Group. To revitalize an idle space, the park director founded a pet care brand guided by the philosophy that "this world cannot live without puppies", transforming an abandoned park into a multifunctional space combining pet boarding, grooming, behavioral diagnosis, and a resting area for owners (Seasonal Joy Café).
Moving beyond mainstream styles, the visual identity design team draws inspiration from Amekaji (American Casual) culture, boldly using an American vintage rubber-hose cartoon style to pay homage to the classic hand‑drawn language of Felix the Cat. The mascot—a hand‑drawn bulldog IP—is modeled after the director's own dog, "Yuanbao". This is further extended into a series of cats and other pet-inspired icons, covering all brand service scenarios. Vintage color palettes, hose-shaped graphics, and mosaic elements form the brand's visual DNA. While honoring classic American retro aesthetics, this project uses a modern graphic language to endow the brand with a distinctive identity that appeals to young pet owners.
The park is renovated using low‑cost, highly adaptable materials, including stainless steel baked‑enamel arch gates, directional signage, and hand‑painted outdoor latex walls. In collaboration with local communities and the agricultural technology group, the design team also produces event backdrops and brochures on responsible dog ownership, balancing practicality with communication reach. Once the signs were installed, they immediately drew the target audience to visit, closing the loop from visual identity to commercial foot traffic. This project successfully reactivates an underused site while offering a heartwarming model for rural revitalization and pet‑friendly placemaking.