Rebuilt a compliance-blocked illustration suite and extended a fresh rebrand across packaging and Amazon assets for a pet grooming brand.

The Problem

A rebrand is only useful if you can actually use it. Aquapaw's updated identity had the right spirit—playful, approachable, trustworthy—but unlicensed illustrations were blocking implementation across packaging and digital assets. With a new product launch on the horizon and multiple SKUs to eventually address, the brand needed a compliant, scalable system, not a one-off fix.

What I Did

Started by auditing the existing rebrand to determine what could be used, what needed to be redrawn, and what needed to be created from scratch. Rather than just replacing problem assets, I expanded the illustration suite—introducing diverse dog breeds and coat types to reinforce Aquapaw's "for all dogs" positioning and give the system more range across future products.

Template structure came before photography. I built placeholder layouts to align stakeholders on hierarchy and composition first, which meant the shot list for the photoshoot was built directly from the approved templates—no wasted frames, no reshoots. Photography direction and illustration development ran in parallel to ensure the two systems felt native to each other.

The resulting PDP and A+ templates were designed to flex across different product form factors, so applying them to future SKUs was a production task rather than a design task.

Result

Aquapaw's rebrand went from partially implemented and compliance-blocked to a fully realized, scalable system. The lick mat launched as the first product with the complete visual identity in place—compliant illustrations, cohesive Amazon assets, and a template framework simple enough for a production designer to apply across the brand's 7+ SKU lineup without starting from scratch each time. The system did what a good system should: made the next execution easier than the last.