Pethoven

Pethoven is a pet grooming and care cosmetics brand developed for major online marketplaces, offering shampoos, conditioners, and grooming essentials for cats and dogs. The project was created with one clear ambition: to build a brand with real personality in a category where most competitors rely on the same safe and forgettable visual formula.

Our Fetchston team developed the full identity system, including naming logic, visual identity, logotype, illustration style, and packaging design.

The key challenge was to create packaging that would stand out in a highly competitive pet care market while remaining functional and easy to navigate for both pet owners and grooming professionals.

The design needed to communicate product purpose clearly and build a memorable brand image on the shelf. Another important task was to develop an illustration style that could become a consistent visual element across packaging and other brand materials, helping the brand build a strong and recognizable identity.

The illustration style was designed to do more than decorate the pack. It defined the entire tone of the brand. The characters were expressive, stylish, and full of presence, giving the identity a stronger emotional charge and a much more memorable visual signature.

Combined with the naming system and packaging structure, this created a brand language that felt cohesive, charismatic, and highly differentiated, especially in a category where originality is rare.

The final result is a bright, stylish packaging system that immediately stands out on the shelf. The bold illustrations and vibrant visual language give the brand a unique identity that clearly differentiates it from competitors in the pet care market.

The packaging communicates professionalism while remaining friendly and approachable, making the products appealing to both everyday pet owners and grooming specialists.

Sonya Mudvex | Art Direction & Packaging Design
Maria Khalizova | Illustrator
Natalia Klementeva | Illustrator