Pamilee

Pamilee is a fast-growing pet care brand focused on functional products for dogs and cats, ranging from everyday hygiene to health-supporting solutions. The brand sells primarily through online marketplaces, where packaging must communicate instantly and stay legible at thumbnail size.

The portfolio was structured into two directions: Pamilee Professional (B2B) for groomers and industry specialists, and Pamilee Professional Home Usage (D2C)—professional-grade care for everyday owners—built around two sublines, Pet Care and Pet Health.

My task was to design a cohesive visual system that could cut through crowded marketplace environments such as Ozon and Wildberries (CIS countries).

In this category, packaging is often overloaded with claims, pet photography, and generic “medical” aesthetics—creating a sea of sameness on digital shelves. At the same time, Pamilee’s range included both daily care products and more functional health-focused solutions, which needed to be clearly differentiated without turning the brand into disconnected fragments.

The project also included a new, trademark-ready logotype: the previous name, ProAnimal, couldn’t be registered, so the brand moved forward with Pamilee and needed a new identity.
A third layer of complexity was aligning B2B (Professional Care) and D2C (Pet Care and Pet health) direction: they had to work side by side, feel like one brand, and still signal different audiences at a glance.

I started with a deliberate decision to challenge category habits: no pet photography on pack.

In marketplace reality, the animal image is already present in the product listing and gallery—duplicating it on packaging only adds noise. Instead, the packaging needed to be the sharp, recognizable “signal,” while photography could live where it performs best: on the product card.

I also proposed a clearer structure for the D2C offer by separating it into two distinct lines: Pet Care, centered on cleanliness and pleasant scent rituals, and Pet Health, focused on functional solutions that support wellbeing. Each line was reinforced by a dedicated front-facing graphic language that drives quick recognition, stays visually harmonious across the range, and scales cleanly across different pack sizes and formats.

I proposed a clearer structure for the D2C offer by separating it into two distinct lines: Pet Care, centered on cleanliness and pleasant scent rituals, and Pet Health, focused on functional solutions that support wellbeing. Each line was reinforced by a dedicated front-facing graphic language that drives quick recognition, stays visually harmonious across the range, and scales cleanly across different pack sizes and formats.

Pamilee Professional Care is a grooming-focused product line created for professional use, with a visual concept built around clarity, precision, and restraint. I developed a minimalist system defined by a clean white upper area and a soft gradient wave flowing into the coloured product zone below. This wave became the signature element across the entire line, creating consistency, recognizability, and a sense of visual calm.

The rebrand established a cohesive master identity and a scalable packaging system built for rapid rollout across any product category. I developed clear, logically structured templates that make it easy to launch new SKUs without reinventing the design each time—while staying sharp at marketplace scale and instantly readable in a fast scroll.

The redesign delivered measurable commercial impact, including a 78% profit increase within one year, reinforcing the brand’s leadership in marketplace sales (Ozon, Wildberries).

Sonya Mudvex | Art Direction & Packaging Design
Vil Akhunzyanov, Natalia Klementeva | Illustrations
Nadezhda Ivanova | Photography
Pamilee team | Client & Marketing