AQUAPAW

Playful, trust-building grooming essentials for happier bathtime

I partnered with the creative and product teams to support Aquapaw’s rebrand and bring it to life across Amazon assets, establishing a compliant, scalable visual system for current and future pet grooming products.

My Role:

Art Direction, Illustration, Graphic Design

Client:

Aquapaw / Infinite Commerce

Team:

Senior Art Director (myself), Photographer, New Product Development Manager, Production Designer

Year:

2025

The challenge:

Aquapaw had recently undergone a rebrand prior to my joining the team, but several illustrations included in the new identity were not properly licensed, limiting their usability across packaging and digital assets.

At the same time, the brand needed to:

Implement the rebrand consistently across Amazon PDPs and A+ content
Launch a new product (a lick mat) within the updated brand system
Maintain a playful, approachable aesthetic while reinforcing trust and care for pets

Strategy & approach:

I made sure I understood the existing illustration language and determined which assets needed to be recreated or expanded to ensure compliance and consistency.

Key strategic decisions included:

Redrawing and expanding the illustration suite to match the rebrand style while ensuring full licensing compliance
Introducing a broader range of dog breeds and coat types to reflect the brand’s “for all dogs” positioning
Designing a modular PDP and A+ template that could support both the new lick mat and future product launches
Using FPO imagery to align stakeholders on layout and hierarchy before requesting final photography

The goal was to create a system that felt playful and energetic, while still communicating reliability and care for pets as members of the family.

Execution highlights:

Created original hand-drawn illustrations aligned with the rebrand style

Designed PDP and A+ templates using the updated color palette, typography, and illustration system
Developed a photography shot list informed directly by the template structure to minimize unnecessary production
Executed full PDP and A+ assets for the new lick mat product
Built flexibility into the templates to accommodate future products that may not follow the same structure

Once the system was established, the Production Designer was able to efficiently apply the templates across additional colorways and SKUs.

Impact & takeaways:

Established a compliant, scalable illustration system that could be used across packaging and digital assets

Defined a reusable PDP and A+ framework to support future new product development
Provided clear visual guidance for the optimization design team when revisiting legacy SKUs
Helped transition Aquapaw’s rebrand from concept to execution across consumer touchpoints