Beyondpet Exhibition

Beyondpet is a pet food brand for which we developed an integrated visual system spanning brand identity, packaging, and exhibition design — all anchored in a 2D black-and-white comic illustration style. Anthropomorphic cats and dogs translate each formula's flavour and health benefit into a small narrative scene the consumer can read at a glance.

The packaging adds a colour-coded system to help the client manage inventory and let shoppers quickly locate preferred flavours. The exhibition extends the same comic language under the theme "An Art Museum in the Comic World" — recasting characters from famous paintings (the Mona Lisa, Girl with a Pearl Earring, and others) as cats, creating moments of recognition and surprise within familiar art history. All illustrations are hand-drawn by design director Eric Chang. A dedicated photo-spot inside the exhibition invites visitors to share, extending the brand's world from the page into social feeds.