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My brand is a need I surfaced around me among my 4 pets. With an in depth love for dogs, I enjoy bringing my pets outside where they can explore their freedom. All dogs sprint at the charm of freedom in spaces that are fun and bright hence comes along my inspiration for my DFF café. Tapping in with the Pop Art theme makes you want to lounge around in a pop, colorful and bright ambience in the café. Every pet is looking for the brightness int the rainbow to be up and about. However at times we dog owners forget in our own busy schedule that these dogs need equal attention. Taking the dogs out to play, alone doesn’t solve the purpose. Would you leave your baby without fresh air? I’m guessing No. Why do it to our pets who love us unconditionally. DFF is the right place where one can return the expression of love towards their pets. DFF keeps in mind that the dogs need to be loved in an environment that they call home. I noticed that Kowloon City is an area where majority of dog owners can be found. With numerous pet stores and a locality that attracts middle class people to bring their pets there while they shop groceries near by. Kowloon City is appropriate to devote a building towards restaurants or cafés for dogs and their owners. This space is open and doesn’t restrict dogs from interacting with other dogs in a vibrant atmosphere. New pet-friendships are created even between the owners and this DFF café will thrive with new friendships and relationships between people. With a pop art theme the café keeps in mind to only incorporate handmade and natural foods for pets and owners. Having noticed in the past that dogs are always attracted by the colorful and varied shaped food that humans consume DFF café takes into account this attribute of the pets to create dog food that would be pizza’s, mini burgers, etc. Unlike generic dog food, will make dogs feel that they are no different from the love that humans get at the cafe’s they spend time at. Keeping in mind that dogs love to be around colorful and bright environments.DFF café has the furniture in wooden tables with red couches to add to the pop the wallpaper has dog portraits of pampered dog celebrities. To engage the customers the café will have dog portraits in an Andy Warhol style. Dogs will feel like dog celebrities now as they can identify themselves with other dogs displayed on the walls in the DFF café. Waiters and waitresses will be wearing all white clothes with a plain apron that has a pop art dog print. DFF café wants you to remember the moments spent here. Hence the customers will be given a chance to take photos with props in the DFF photo booth with dogs wearing crowns and fun props to make them feel as pampered as human celebrities. The entire café is positioned to make pets, pet owners and pet lover happy with an expression of love in a pop art inspired environment in a fast paced world.








The cafĂŠ is located in the Kowloon City area of Hong Kong. Choosing a location where majority of the dog owners would be able to stop by is the key factor. Most of the middle class people go to Kowloon City to stock up their groceries at economical prices as well as an area where most of the pet stores are located. Dogs become an important part in the lives of their pet owners. The purpose of this place is to provide happiness and attention to dogs which is often not given a priority in the fast paced busy lives of Hong Kong people. The double storeyed cafe with its Pop Art theme reckons an ambience for dogs to be pampered as celebrities. The wall are adorned with portraits of dogs dressed as famous celebrities, for eg: Karl Lagerfeld, Michael Jackson, Snoop Dog, etc. The most common color one associates with Pop and royalty is bright red couches and cushion with wooden furniture that adds subtlety to it. This space is devoted to providing dogs and their owners with a royal celebrity experience for their pets where they could also rent out the space for dog parties.







The coherent experience of the café can be brought about by a cohesive pop ambience not only in the interior design of the space but also the props used and sold. The DFF café makes sure to provide dogs with a pop experience and the products sold and used here do the same. The café keeps in mind that the dogs need food, shower gel, toys to play with, pop beds to laze around in and clothing to flaunt like celebrities. The café also dedicates it’s food to be oriented around pets. The food tags have a pop feeling with speech bubbles added to the food. Not only is the packaging with a pop colorful palette but also with pop art patterns and words to speak to the dogs in a pop art language. At DFF we also would want dogs to be able to dress up in sporty clothing as their daily wear to make the dog’s wardrobe more fun. Even the basic essentials like a dog trolley, leash, toys, bathing equipment as well as regular dog food will be stocked here to provide the perfect home for dogs. We will also have the containers that food is served in or packed in to keep the pop and pet experience alive. Dogs need to feel like this DFF café is the place they can call home and that it is only for them to feel special and pampered with their fellow dog friends.



The café keeps in mind that a place which is easy on the pocket and still reasonably priced is what will attract dog owners and lovers. A dog’s happiness, smile and cheerfulness is our priority. The price needs to be as friendly to the target audience as the café is to them. We often take our pets to places that are inexpensive but also look for places where they are treated well. DFF café looks at treating pets within a budget in a special and interactive way and more than selling products we sell an experience to the dogs, their owners and pet lovers too. We keep in mind that an ideal price attracts more customers to spend their time more often at the café and be loyal customers to our brand. We don’t want to put off our dog friends with an exorbitant price but rather have them keep coming back in search of a pop pup happiness at DFF café.


A company is known by the people they associate, invite, attract and employ to build their brand. The waiter and waitresses that work here will wear sporty clothes accompanied with a Pop art inspired Apron. They wear sneakers to add the sporty feeling to their outfit so that they can move around easily with the dogs and not be bound by the attire they wear while they work. The staff will look like a sporty pop art team that is ready to serve dogs as kings and queens in their celebrity realm at DFF cafĂŠ. More than just the staff the dog lovers and pet owners that we attract, want to pamper their dogs even when they have a busy life. Our customers love spending quality time with dogs and they want to make their dogs feel special among other dogs. We also want this pop art inspired space to attract people who do not have pets but yet like spending quality time with dogs. Since our aim is to build friendships amongst dogs and their loved ones we want DFF cafĂŠ to speak to all our target channels equally as individuals who love dogs. Dog lovers will be the ones who bring joy and smiles to people in the cafĂŠ as they come to visit for a short span of time in which they want to spend as many happy moments as possible with the dogs.






The DFF café will have a Celebrity Photobooth where dogs will dress up with royal and cool props to take photos that their owners can keep as memories of the royal treatment their pets received at DFF café. There will numerous contests such as Dog Celebrity of the month, SPCA dog walk sponsor and other instagram and facebook contests. The DFF café has its interior designed with bright and vibrant colors that draw people to taking more pictures to record their time spent at the DFF café. We will encourage sporty dog fashion shows and costume party events where dogs can enjoy being in the limelight of the event and be shot as the center of attraction at the café. Such events would generate and trend hashtags like #dognista for the fashion events and #dogcelebrity or #petpamper for general visits to the café. Since the space is internally spacious and vibrant we provide the option for the dog owners to host parties for their dogs here which would focus on pampering dogs the celebrity style and also be a part of the fashion events held here. To make each week engaging and unique the experience is alternated by themed dress up weekends at the café from time to time.


DFF café is a location that dogs can call home. We want dogs to be happy and spend quality time at DFF. This experience is geared towards a pop and vibrant artsy ambience. In the future we look at spreading even broader smiles for dogs and amongst their lovers. With an existing understanding of the fact that dogs deserve an open space in this urbanized world in order to help them feel free and sprint around just like any other animal. Hence, comes the aspect where DFF café will grow to be positioned in an open place with surrounding garden space and a sea view so that dogs can have a free at home and naturally experience. The café would be architecturally designed to be set as a more spacious pop art inspired café set in a naturalistic ambience that will act like a shelter for dogs and their loved ones in an open space that caters towards their happiness. DFF café will now not only be a space for dog owners to bring their pets but a place where dogs can laze around like humans in a new lavish DFF hotel. The DFF Hotel will have a swimming pool, pet hotel, pet grooming, pet spa, basically an area dedicated towards pet’s services and broaden the dog community. We will also be providing a full service by our pet specialists staff, who with our passion will serve your pets like one of our DFF family members.






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