DanDan Diary

DanDan Diary creates an original pet IP that blends emotional resonance with a distinctive visual identity through character personification, an emotion-centered product design, and a trendy visual storytelling.

In terms of character design, it breaks away from traditional pet images. The two puppies, Dandan and Nongnong, are shaped in minimalist geometric forms, both with a square head and pointed ears, to create distinctive visual symbols. The work innovatively incorporates “zodiac + MBTI” personality labels to humanize the characters: Dandan is a rational and composed Virgo ISTP, while Nongnong is an enthusiastic Aries ENFP. Narratively, it introduces a diary of emotions told from the pet’s point of view. DanDan Diary records Nongnong’s recurring question across different scenes—“Am I your best friend?”—elevating pet interactions into “human friendships,” warm and refreshingly original. Surreal scenes, such as playing bubbles in a bath or holding a gemstone outdoors, add layers to each character’s personality in an immersive way.

The design also incorporates trendy design languages into the pet IP, using pink, black, gray contrast colors and street-style typography. From character outfits (Dandan’s multi-style OOTDs) to product visuals (industrial-style grinding toys), the work breaks the pet industry’s dominant “cute aesthetics” and pioneers a “cool pet IP” style. Emoticons and other derivative designs further enhance the IP’s social attributes and help build a complete IP ecosystem.

The design also comes up with new, creative ideas for pet products. The “collar for a horse” integrates functions such as mood-responsive lighting, health monitoring, safety protection, color-changing effect, and even social friending features—pushing the functional boundaries of pet products.