In rebranding TAIL VILLAGE, we established the framework of the brand based on a utopian story where dogs and cats would genuinely want to live. While this is a fictional world, it is imagined as a secluded island somewhere in England where dogs and cats live like humans, enjoying an elegant lifestyle. The characters who inhabit this village are called “Villagers,” and they pursue a high-quality life—eating only food made with excellent ingredients, sleeping on luxurious and cozy beds, and prioritizing everyone’s happiness. Through this narrative, we connected the fictional story with reality, encouraging actual customers to purchase TAIL VILLAGE products with the desire for their pets to enjoy the same lifestyle. The characters, inspired by a fairy tale illustration style, were designed to run shops in this fictional world. This allows customers to feel as though they and their pets have become Villagers when purchasing products from these shops. Furthermore, we intentionally created a structure that enables unlimited brand expansion within the pet market by introducing new characters and shops whenever TAIL VILLAGE launches new products.