Bonsy

Bonsy is a private-label pet care brand created for Petshop Group, spanning shampoos, paw foams, bio collars, and antiparasitic products for cats and dogs. Positioned for the economy segment, the project set out to prove that accessible pricing does not have to come at the expense of character, shelf impact, or brand recognition.

As Art Director leading the in-house team, I led the full brand build from zero: naming, strategy, visual identity, logotype, packaging, and trademark registration.

The category is crowded with generic, clinical-looking products that rely on predictable visual cues and create little emotional connection. Bonsy needed to stand out with a friendlier, more memorable identity while remaining clear, accessible, and cohesive across a wide range of product types.

The name Bonsy was built around a feeling. Drawing from the French warmth of "bon"—good, lovely, joyful—and softening it into something playful and cute, Bonsy landed as a name that feels kind, light, and immediately likeable. It doesn't sound like a clinical pet care product. It sounds like something you'd actually want to use.

Naming was developed hand in hand with the legal team to ensure trademark viability from day one. Bonsy was chosen because it was distinctive, emotionally resonant, and legally protectable.

The logotype was designed as a visual mark rather than a standard typographic treatment, crafted to read like an image, with letterforms that carry the organic softness of a paw print. Distinctive enough to register as a trademark in its own right, versatile enough to scale across every pack size and collar card.

Colour and pattern did the heavy lifting on shelf. Each product line got its own bold, saturated colours: raspberry pink, banana yellow, blueberry blue, deep purple—making navigation instant. Organic floral shapes covered the packaging backgrounds, referencing natural ingredients without turning the brand clinical.

Scent concepts were treated as brand identity, not product spec: raspberry soufflé, cocoa with marshmallows, banana. Not just fragrances — characters. That storytelling layer separated Bonsy from every shampoo selling itself on function alone.

Bonsy launched as a brand that looked genuinely different from everything else in its category. Bright, cheerful, and cohesive across a wide product range, the identity gave Petshop Group a private label that could compete on personality, not just price.

Sonya Mudvex | Art Direction, Copywriter
Nadezhda Ivanova | Photographer
Vil Akhunzyanov | Designer