Exhibition & Set

Design
Radhika Kotra
BD/21/575
Brand: Sheba (Cat Food)
1.) Sheba is a cat food brand that originates from Thailand.
2.) The brand focuses on making pet food that is appealing and nutritious.
3.) They focus on utilising high quality ingredients.
4.) They are aimed towards sustainability, and sustainably source fish as a
raw material for their products.
about the brand
1.) The Brand Colours: Sheba uses a bold colour
scheme of black and gold in their logo, logotype, as
well as their packaging and website. The colours exude
a sense of elegance and royalty, which complements
the commonly perceived personality of cats.
2.) The logo features a silhouetted black cat.
3.) Actively engage with their audience through social
media, and attempt to create a connection through the
consumer’s pet companions.
4.) Their most commonly displayed cat, on packaging
and social media, is a Russian Blue.
5.) Their website menu boasts of their diverse rage of
food items for felines.
Chosen event: Pet fed, Delhi
1.) Pet Fed is India’s biggest pet festival & carnival.
2.) It exhbits various activities for pets, workshops, stalls, and initiatives to ed-
ucate pet owners.
3.) It gives pet owners a chance to take their companion on a fun outing, and
non pet owners a chance to interact with a lot of other pets.
4.) Pet Fed aims to spread awareness about Indie breeds and encourages
their adoption.
5.) With events, competitions, and stalls lined up catering to cats, dogs, and
their owners, Pet Fed has become the ideal event for brands catering to ani-
mals (selling products like clothing, grooming accessories, or food) to engage
with their customers directly and consolidate a consumer base.
6.) Some brands that have set up stalls at Pet Fed include Drools, Nestle
Purina, UNICEF, WWF, Blue Tokai, Heads Up For Tails, Frendicoes, and more.
Pet fed images
Pet fed festival map
sheba: pavillion space
Target Audience: Brand Colours: Black, Gold
-20-45 y/o
-Upper middle class Booth Structure: MDF, Alumini-
um, Acrylic Glass
-Pet Owners/Aspiring Pet
Owners Flooring: Timber textured Vinyl
-People with a preference for Planks
animals
Venue: Okhla NSIC Grounds,
New Delhi
Dates: 16th & 17th December,
2024

Dimensions: 6*6 metres

Kitty Kitty
Playing Pen Playing Pen

6 metres

6 metres
6 metres

Ca� Ca�� Ca� Ca��

4 metres
Cat Playing Pen Feedback Board Cat Prop

Reference Img: Puma

Photo Booth Photo Booth

Vending Vending
Machine Machine
(Cat (Cat
Treats) Treats)

6 metres
Feeding Feeding
Bowls Bowls
6 metres

4 metres
 Layout 3
Scale Ratio: 1:20
sertem 6

Machine
Vending
Machine
Vending

Treats)
Treats)

(Cat
(Cat
Kitty Kitty
Playing Pen
6 metres

Playing Pen

Feeding Feeding
Bowls Bowls
6 metres

4 metres
 COST SHEET- Sheba, PET FED 2024
TITLE UNITS AMOUNT AMOUNT
1.) Stall Rent 80,000 80,000
2.) MDF Sheets (Structure) 2 65/sq ft 3120
3.) Acrylic Sheets (Structure) 3 50/sq ft 2400
4.) Signage 2 3000/ sq in 5000
5.) Vinyl Flooring 65 30/sq ft 11,610
6.) Vinyl Roof 30 30/sq ft 8,000
7.) Tables & Chairs (Rented) 4 9500 38,000
8.) Faux Grass Flooring 3 1800 7,200
9.) Cat Toys - 10,000 10,000
10.) Cat Prop 1 7,000 7,000
11.) Feedback Board (+Post Its + Markers) 1 4,500 4,500
12.) Counter Top 1 5,000 5,000
13.) Vending Machine 1 7,000 7,000
14.) Photo Booth Props - 5,000 5,000
15.) Promotional & Marketing Material 100 20 2,000
16.) Labour (Set Up) - 3,000 3,000
17.) Transportation - 5,000 5,000
18.) Storage Units 10 30 300
19.) Lighting (Rented) 1 5,600 5,600
20.) Miscellaneous Expenses - 5,000 5,000
TOTAL 2,14,730
Thank you