PetsProduct

PetsProduct is the B2B wholesale arm of Petshop Group—responsible for large-scale pet supply distribution to retailers, partners, and commercial buyers.

As Art Director leading the in-house team, I developed the brand identity and visual system for the B2B platform: a clean, confident mark that could anchor the wholesale operation and speak credibly to trade partners.

The logotype is built around a visual metaphor: the box. In B2B, the box is everything — it represents delivery, bulk ordering, warehousing, and the entire supply chain that makes wholesale work. The mark abstracts that idea into a geometric, three-dimensional form that reads as both a container and a structure — stable, modular, and built to hold weight.
The box sits next to bold, stacked typography that reinforces the no-nonsense, professional tone the brand needed. Coral orange as the primary brand colour provided warmth and energy without compromising authority — a colour that feels approachable in B2B contexts while standing out in corporate environments.
The identity works across every B2B touchpoint — presentations, packaging, signage, digital platforms — giving PetsProduct a visual presence that feels as serious and well-organised as the operation behind it.

Sonya Mudvex | Art Direction, Designer
Alina Sultanova | Designer