Overview & Project Evolution
Boshel Pet Grooming - Full brand system
I started working with Boshel when they were a growing Amazon brand with just 5 products and an outdated visual style. What began as a single project for a packaging layout turned into a 7-year design partnership. As the solo designer, I managed their entire visual growth: from updating early packaging and optimizing Amazon listings to launching a full rebrand that helped scale Boshel into major US retail chains like Costco, PetSmart, and Petco.
Amazon
Retail
Brand Identity
Packaging
Social Media
The Challenge
Outdated Visuals
The old branding looked dated and cheap. It didn't feel like a premium pet care product, which made it hard to justify a higher price point on Amazon.
Visual Chaos as the Brand Grew
As we went from 5 to 20+ products, the design got messy. Without a shared style guide, new listings and packaging started looking disconnected from each other, breaking the brand identity.
The Leap to Retail
The rules completely changed when Boshel decided to enter physical stores. Graphics that look good on an Amazon screen don't always work on a massive Costco pallet or a crowded PetSmart shelf. The packaging had to be completely redesigned for the physical world.
The Solution & Journey
Logo evolution
A Warmer, More Trustworthy Identity
The original logo looked dated, harsh, and clunky. The rigid serif font and floating cat illustration didn't fit a modern pet brand, and the layout was tough to apply cleanly across physical packaging.
I replaced it with a custom, rounded sans-serif wordmark. The lowercase letters and soft shapes make the brand feel instantly friendly, while the clean geometry ensures the logo stays perfectly readable—whether it's stamped on a tiny clipper handle or printed on a massive retail box.
Brand Book & Identity Guidelines
Complex Design Idea Creation
To back up Boshel's rapid growth, I turned the new identity into a practical brand book. Instead of just a rigid rulebook, I built a flexible visual guide that remote marketing teams, PPC specialists, and manufacturing partners could easily follow. This ensured the brand stayed perfectly consistent across every digital listing, print catalog, and physical box.
View Full Brand Book
Packaging Evolution
From Amazon Box to Retail Shelf
Phase 1
Legacy Layouts & Amazon FBA Optimization
Before the rebrand, Boshel relied on an old, dark-green aesthetic that felt heavy and lacked lifestyle appeal. Our first pivot focused on e-commerce: I optimized the packaging into sturdy, clean cardboard boxes with bright blue-and-white color schemes. Typography and key features were scaled up significantly, ensuring the product remains instantly recognizable even from a small smartphone thumbnail.
Phase 2
Retail Blister Cards (PetSmart & Petco)
Moving to brick-and-mortar stores changed the design rules entirely. On a store shelf, you don't have an Amazon bullet-point list — the product has to sell itself in about two seconds. I designed clean plastic blister cards that show the actual product immediately, so buyers can see the build quality right away. I stripped the cards of all clutter, leaving only bold branding, key benefits, and clean icons.
Phase 3
Designing for Large-Scale Retail
Entering wholesale clubs like Costco meant working with massive, multi-tier corrugated floor displays and pallet setups. For these, I had to completely shift my scale of thinking.
I used high-contrast graphics and clean blocks of color so the branding stays visible from down a wide wholesale aisle, while still making sure the structural layout holds as many products as possible.
I worked directly with packaging manufacturers and printing facilities in China and the EU to make sure everything transfers perfectly from screen to reality. I handle the technical side from building precise dielines to preparing final print-ready files, checking physical samples.
Technical Production &
Pre-Press Control
Real photos from customers
E-commerce rebrand
Amazon Premium A+ Content
Having designed Boshel's initial Basic A+ Content pages from 2020 to 2022, our transition to Amazon Premium A+ Content was all about making the page work harder for conversions. Instead of using static layouts, I designed an interactive system that helps pet owners understand the product immediately and guides them through the buying process.
Full-Width Video Modules
Showing the cat clippers in action right inside the scroll flow. It instantly catches attention, proves that grooming at home is safe, and demonstrates the blade action in real-time.
Comparison Carousels
Designed advanced multi-product swipe carousels within a single listing to encourage cross-selling and help users find the perfect tool size for their dog breed.
Designed for Mobile First
Over 80% of Amazon traffic comes from mobile devices, where desktop graphics usually shrink and become completely unreadable. A simple automatic resize just doesn't work for conversions.
I built an independent mobile strategy for Boshel, completely changing how the modules stack. As you can see in the desktop vs. mobile comparison, the mobile layout uses tighter photo crops, much larger typography, and clear visual hooks. Pet owners can comfortably skim the page on a smartphone screen, easily read the safety features, and hit "Add to Cart" without zooming in.
Desktop version
Mobile version
Visit the Amazon Store
B2B Retail Pitching & Sales Assets
Designing for Corporate Buyers
To secure listings with corporate category buyers at global retail giants, the brand needed professional sales materials. My job was to design high-impact B2B pitch decks and professional sales sheets that clearly structured Boshel's commercial data and retail readiness.
Key findings
Consistency across channels converts
A unified visual system across listings, storefront, packaging, and social built trust at scale – critical in a crowded pet category.
Retail requires a different design
Moving to retail meant rethinking for shelf visibility, hang-ready blister formats, and POS display design – a genuinely different challenge from Amazon.
Premium A+ transforms storytelling
Moving from Basic to Premium A+ unlocked full-bleed imagery, before/after comparisons, and review modules – product pages became brand experiences.
Tools
Tools & Workflow
What stays open in my dock — and what I reach for when the project demands it.
Daily
Adobe Creative Suite
Figma
AI: Firefly, Midjourney, Kling
Weekly
DaVinci Resolve
Amazon Seller Central
As needed
Krea AI 3D renders
Helium10
Let's work together
Ready to scale your brand?
Whether you need Amazon FBA optimization, retail-ready packaging design, or a bulletproof visual system for your brand — I can help build it.
Based in Spain
Available for full-time remote
© 2026 Oleksandra Marchenko. All rights reserved.