Petshopru

Petshop.ru is the largest pet products retailer in Russia, operating both online and offline since 2008, with 190 physical stores across 28 regions and 15 cities, including approximately 100 locations in Saint Petersburg alone.

The scale of the operation is massive, and the brand needed to evolve to meet the demands of a rapidly changing retail landscape.

As Art Director leading the in-house design team, I was brought into the project to lead a full rebrand: updating the visual identity, expanding the brand architecture, developing a design system for offline stores, and creating a comprehensive suite of communication tools that could work across every touchpoint at scale.

Petshop.ru had strong brand recognition and a loyal customer base, but the visual identity had not kept pace with the company's growth or the expectations of a modern retail audience.

The existing logo had been in market for several years and was showing its age. The challenge was to modernise the brand without erasing the equity already built, to evolve rather than replace, keeping what customers already knew and trusted while making everything feel fresh, confident, and ready for the next decade.

At the same time, the brand needed a scalable system. With 190 stores and dozens of sub-brands under the Petshop Group umbrella, the identity had to work as a flexible foundation that could support the entire brand architecture, not just one logo, but a family of marks, colours, and visual languages that all felt cohesive.

We started with the logo. The existing Petshop.ru mark had formed the graphic foundation of the brand architecture across multiple sub-brands, so the redesign had to respect that legacy. Rather than starting from scratch, we refined and modernised the mark, retaining all of its recognisable elements while bringing the execution up to contemporary standards.

The colour palette was expanded significantly. The original orange and blue anchored the brand's equity, but we introduced a wider range of saturated, energetic tones to give the brand more versatility and vibrancy across different contexts, from packaging to signage to digital campaigns.

One of the most visible outcomes of the rebrand was the development of a custom "neon" icon system: bold, graphic symbols designed specifically for large-format advertising and in-store signage. These icons communicate instantly, even from a distance. When a customer looks at a poster or storefront sign, the meaning of the message is already clear before they read a single word. The neon treatment gives the icons energy and presence, turning functional wayfinding into part of the brand experience itself.

A significant portion of the work focused on developing a comprehensive design system for offline stores. With 190 locations, consistency matters, but so does flexibility. The system we built allows each store to feel unmistakably Petshop.ru while adapting to different formats, sizes, and regional contexts. Signage, navigation, product displays, promotional materials — all designed within a unified visual framework that scales across the entire retail network.

The rebrand is ongoing, and the full scope of work will continue to roll out across the network over the coming months. What has launched so far has given Petshop.ru a visual identity that feels as confident and modern as the business behind it, a brand built to scale, designed to last, and ready to grow.

Sonya Mudvex | Art Direction
Mark Kholodaev | Senior Designer
Vil Akhunsyanov | Graphic Designer
Ekaterina Ermolinskaya | Junior Graphic Designer