In 2015, pidan entered the pet supplies market with a Red Dot Award-winning product—the Snow House. As a brand initially for cat products, the original intention of pidan was not only to help cat people raise cats more simple and more scientifically, but also to make cats more enjoyable in the coexistence with humans.
To allow more pets to enjoy quality services, pidan has actively adjusted its strategies since April 2018 and horizontally expanded its product categories. In addition to cat supplies, it has gradually involved the 6 categories of supplies, tools, furniture, toys, consumables and food for dogs, small-sized pets, aquatic and reptiles. The mission of pidan is to fight for the individual loneliness of human beings. We believe that living with animals is the best way to conquer loneliness, while connecting humans and animals with high-quality products and services is the inevitable journey for better life in the future.
In addition to the expansion of the product line, the Chinese expression of “Beautiful Pet Life” has been supplemented to the brand slogan of pidan. The new Chinese slogan emphasizes the “pet life” more precisely, indicating that pidan aims to create a space where people and animals live in harmony and focuses on the beautiful lifestyle pursued by every pet raiser.
pidan hopes to offer consumers with more diversified choices and free imagination in traditional sales scenes, reduce the traces of merchandise sales, and emphasize the influences of pidan products on beautiful pet-raising life and the expression of living art beauty through brand vision, and advocate and promote more people to pursue a more quality lifestyle with non-traditional commercial narratives.
At the beginning of this year, the brand department of pidan integrated the visual identity, uniqueness and continuity, and together with the international awards-winning studio, Beijing ABCD, upgraded the old vision.
About the ABCD
Founded by Guang Yu and Nod Young in Beijing, A Black Cover Design (the ABCD) is a graphic design-centered creative studio. The ABCD has always emphasized the particularity, systematism and pertinence of design, relying on which it has won many international awards.
pidan first removed the most recognizable “cat” mark within the original logo, re-designed and retouched the logo on the basis of a very classic font, and made it neutral and clear. Hoping that consumers will read and write pidan in the right way, the original letter “a” was also replaced to illustrate the relationships between humans and animals and between animals and pidan—“彼诞” born upon each other.
Besides, pidan extracted the abstract graphics and colors that best represent the categories from the small animals, formed a set of corresponding design language, and extended the applications of these graphics representing animal attributes, hoping to express the beauty and individuality of animals by multi-dimensional display of the graphics, to allow consumers to feel and experience the traits of pidan brand more intuitively through different scenes, and to subtly influence beautiful pet life.
Extended graphs and colors correspond to different personalities of different pet categories.
For example, only simple geometric figures and bright colors are used for product packaging, and the shapes are modified to convey the characters of different pets.
pidan New Product Packaging
Viewed from the perspective of brand recognition, these graphs best represent the visual images and memory symbols of pidan. They are strongly connected with both the brand and the products, making the whole set of the visual extension more abundant to meet the multi-dimensional needs of multi-category products in sales and brand promotion and to bear more possibilities. Besides, the visual differences can also bring high-quality products to consumers.
pidan New Tmall Vision
pidan will next extend a new set of standards from this main system to deal with different sales scenarios and to present differences.
In the process of design, a word of Mr. Ma significantly inspired us. Some people asked, “Is it necessary to make pet products so perfect?” The subtext is “it is nothing more than a cat or a dog”. In response, Mr. Ma said, “it is necessary”. The saying “necessary” deeply impressed me, and the underlying attitude towards the products touched me. The “necessary” can be seen as the mockery, dissatisfaction and even impatience about the status quo.
I think pidan is a brand that really treats animals as friends. Although other animal brands also say so, I think pidan definitely can do it.
——The ABCD Studio
Ma Wenfei (the founder) and the Snow House (a Representative Word of pidan)
In the past, pidan was loved by consumers because of its simple and practical products. Now we hope that people can discover the beauty of more animals and pursue a better pet life through the brand. pidan will continue to create useful and beautiful products for the lovely little creatures.
There is only one pidan in this universe. It is unique and beautiful. It belongs to you.
“A beautiful pet life is the ultimate goal we set at the beginning of our business.” Ma Wenfei said, “Please wait and see.”
「pidan」gained 60 million CNY in the B-round financing, and will use products for all pet categories to create “a beautiful pet life”.
Recently, the pet products brand “pidan” completed the B-round financing of 60 million CNY, and the financing was supported by the Chengwei Capital primarily and the Crystal Stream and the Kinzon Capital secondarily.
In September 2017, pidan received the A-round financing jointly from the Crystal Stream and the Kinzon Capital. The financing was mainly for the extension of its product categories, the construction of offline channels, and the expansion of overseas markets.
Since the foundation in 2015, pidan has opened the cat supplies market with a Red Dot Award-winning litter box product–the Snow House, and launched its first dog supplies in April 2018.
At present, the pidan brand has over 80 SKUs of its commercially available products, covering six categories of supplies, tools, furniture, toys, consumables and food.
In addition to the cat and dog supplies, the team plans to complete the line of pet products for rabbits, guinea pigs, aquatic animals, amphibians and other pets and carry out more sustained and more profound innovation in the pet industry.
pidan announced to expand its product line and officially to upgrade the brand as “pidan彼诞” at the beginning of this month. To match up the positioning of the whole categories, the cat mark was removed from the original pidan logo. Besides, to differentiate the product categories, the abstract graphs and colors that best represent the corresponding categories are extracted from the animals to form a complete set of design language. The set of visual system has been extended and applied correspondingly. In the future, pidan will convey the concept of “a beautiful pet life” to consumers through the multi-dimensional and multi-scene display of these graphs.
To realize the vision of “a beautiful pet life”, one of the next focuses of pidan is to implement omni-channel construction.
According to reports, pidan have cooperated with 35 agents and over 2,000 offline pet stores in China for its products. In foreign markets, pidan products have been sold to more than 20 countries, including Japan, the United States, France, Germany, Australia, Singapore, etc. In addition to the expansion of the existing channels, pidan will also try to open its own offline stores after the SKU enrichment. Unlike traditional stores, a pidan store is positioned as a retail store in a business district, and does not offer services such as pet foster care, hairdressing and wash. In overseas markets, pidan will also establish teams for localized promotion operations and set up specialized product lines for local markets.
“A beautiful pet life is the ultimate goal we set at the beginning of our business.” Ma Wenfei, the founder of pidan, is also confident in this financing. “pidan is a brand that has strengthened its conviction as soon as it was born. Everyone in the company is an energy being. What we really want to be determines the achievements. Just wait and see.”
Red Dot Award 2019 announced: Again pidan triumphed with its “Cat Surfing Tunnel”
The Red Dot Design Award 2019, known as the “Oscar” in the design industry, was recently announced in Essen, Germany. Chinese pet supplies brand “pidan” outshone more than hundreds of entries with “pidan Cat Surfing Tunnel” and won the Red Dot Award 2019 for Product Design. It’s pidan’s second win, having received its first Red Dot with a celebrity product – “Igloo Cat Litter Box” in 2016.As an interactive and functional carpet, “pidan Cat Surfing Tunnel” is designed especially for cats, consists of four separate and colorful pads that blend in all sorts of home scenes with infinite extension and random combinations.The carpet can be used as a common cushion when being laid flat, while offers space for cats to play in and out when the rooftop pad arched to a tunnel. The unique design of double compound structure makes it compatible both functionally and recreationally.
Considering destructive tendencies of pets over furniture, pidan adopts 100% polyester fiber for its utility and durability as it is easy to clean and difficult to deform.
With its distinctive performance in innovation, functionality and aesthetic sensibility, pidan as a well-established brand in domestic pet industry in China, highly accorded with the criteria of Red Dot jury with its “Cat Surfing Tunnel” and won the award eventually for its unremitting insistence on product design and quality control. To provide a better life for pets and humans, pidan will continuously bring more products with high quality to pets and their owners in future.
Focusing on pet products design, pidan has been founded in Paris in 2015.
Being kind, creative, brave and dedicated, pidan strive to present pet lovers with aesthetic, functional and well-designed products.
It’s pidan’s aim to provide better living experience to all companion animals and their families through products and services.
Release of New pidan Dog Bowls. Multiple Orientations of Brand Layout.
“Big news! Big news! Dogs are sharing cats’ bowls!” Recently, after months of repeated refining, modification and deliberation of details, pidan has designed three types of dog bowls. The Forest Maze Bowl for Slow Feed, the Iceberg Slope Bowl and the Anti-Spill Volcano Bowl, which truly care pets’ dining, have been launched on JD Finance for crowdfunding. Once the products were released on the platform for crowdfunding, the project progress reached 90% with the fundraising amount of above 90,000 CNY within 24 hours. Up to now, the project has completed 154% with the fundraising amount of 153,617 CNY, and has been enthusiastically responded by many consumers. As a brand initially for cat products, the original intention of pidan was not only to help cat people raise cats more simple and more scientifically, but also to make cats more enjoyable in the coexistence with humans. In order to serve more pets, pidan has actively adjusted its strategies to multiple business orientations. With the bowls as the first step of the strategic adjustment, once exposed, the dog products series of pidan has won the support and approval of the industry and many consumers.
They are professional dog bowls with modern aesthetics. Consumption is quietly upgrading in this era. Pets are friends of human beings, but their products were offered in low completion degrees in the early days, and most pet owners could only choose the inferior processed products. Inspired and touched by the experience of raising cats for many years, the founder of pidan, Ma Wenfei, established the pidan Studio in Paris, France in 2014, focusing on design of cat products. In January 2016, the first cat litter box of pidan, the Snow House, was officially launched; in July 2016, the Snow House won the 2016 Red Dot Design Award (Germany); in 2016, pidan realized a business volume of 3 million CNY; in 2017, pidan developed from a yearly business volume of 3 million CNY to a monthly business volume of 3.5 million CNY within 6 months, demonstrating the power of “product goes first, and design is king”. In the same year, to meet the requirements of more pet lovers, pidan launched the dog products project. From the birth of the first drafts to repeated revisions and from the preparation for mass production to the JD Finance-based crowdfunding, the three types of bowls tailored for dogs were finally open to the public in late April of 2018.
The physical separations of the Forest Maze Bowl for Slow Feed prevent your dog from gastrointestinal indigestion caused by fast eating, and make dining more interesting. Inspired by the beautiful Andean glaciers, the pidan Iceberg Slope Bowl is featured by the clear and transparent glass texture, the quiet and simple temperament and a reasonable height of 7-10 cm. It is suitable for small and medium-sized dogs, and cares for dog’s spine health. The Anti-Spill Volcano Bowl is featured by the shape of dormant Vesuvius Volcano with modern artistic aesthetics and the anti-spill function, making your space clean. The three types of dog bowls are all made of excellent materials, featuring the failing and biting resistances and the convenience for cleaning. For young people who admire simplicity and chic, a pidan dog bowl is a good choice. At present, the three products are all available in pidan flagship store and other official channels.
pidan is expanding its business into all categories of pets. With a “friendly, creative, brave and determined” heart, pidan is committed to providing a more comfortable and enjoyable experience for coexistence of people and animals. All pidan products are independently developed and designed by its designers. While paying attention to appearance aesthetics, they also strive to perfect the usages to offer pets and pet lovers with comfortable and enjoyable experience. At the start of the B-round financing, the founder of pidan, Ma Wenfei, revealed in WeChat Moments, “The dog products of pidan are coming. Three appetizers will be served at first. Good or bad? You’ll see. We will extend our business not only to products for dogs, rabbits, hamsters, amphibious animals and aquatic animals, but also to those once appeared in human history or will appear in the future. The mission of pidan is to fight for the individual loneliness of human beings. We believe that living with animals is the best way to conquer it.”
At present, there are more than 60 SKU products of pidan, which have been exported to more than 20 countries such as France, Britain, USA, Belgium, Switzerland, Australia, New Zealand, Japan, Korea and Singapore. In 2018, the founder of pidan, Ma Wenfei, said that, with the launch of the dog products, pidan will transform from a cat brand to a brand for all pet categories, involving cats and dogs supplies as well as rabbits, hamsters, horses, amphibious animals and reptiles-oriented supplies, snacks and products, etc. Here, pidan is a step further in helping the upgrade of the pet industry and creating harmonious relationships between people and pets. In the future, pidan will find more possibilities in the coexistence spaces of people and pets, allowing worldwide pet lovers to find the most unique and valuable products and services in pidan.