ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Branding / Branding Systems / Identities - Print
Annual ID
ADC105_BCD045M
Background
In high-density cities, pets face noise and social exclusion. Labradory Cafe aims to create a pet-friendly space where humans and animals can coexist in harmony. The design translates pet vocalizations into visual symbols: by applying restrained deformations to the typography of onomatopoeia, it balances legibility and abstraction, symbolizing both the communicative gap and emotional bond between humans and pets—ultimately returning the spatial focus to the animals themselves.
Creative Idea
Using the letters of onomatopoeia as a medium, the design applies distortion, overlapping, and color filling to blur the boundary between text and image. By reducing legibility, it symbolizes the communicative gap, while the preserved letterforms hint at the possibility of understanding.
Insights & Strategy
Insights: Pet vocalizations are often misinterpreted as noise, creating a communicative gap between humans and pets.
Strategies: By transforming vocalizations into visual symbols and employing “impaired legibility,” the design prompts human reflection on pet emotions, reinforcing the brand’s pet-friendly identity.
Strategies: By transforming vocalizations into visual symbols and employing “impaired legibility,” the design prompts human reflection on pet emotions, reinforcing the brand’s pet-friendly identity.
Execution
Irregular brushstrokes and soft color tones are applied across spatial signage, printed materials, and digital media to ensure cross-media consistency. Dynamic typographic layouts and friendly materials are employed to create an inclusive atmosphere, where key information is prioritized for clarity while secondary content remains visually subdued yet coherent, achieving a deliberate balance between communication efficiency and aesthetic tone.
Results
Despite the absence of concrete data, customer feedback suggests that such public spaces offer pets valuable social opportunities and a sense of security. Most of pet owners report that their animals exhibit more relaxed behavior in this space, indicating that the brand’s inclusive design approach has begun to foster emotional connection.
2026 Awards
Total Points: 3
Merit Honor
Credits
Freelancer
Mic Mak
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