pamilee
rethinking pet care packaging design

Pamilee is a pet care brand created to shift the visual language of grooming products for home use toward a cleaner, more emotionally intelligent direction. Formerly known as “ProAnimal”, the brand underwent a full rebranding after trademark registration for the original name proved impossible. This led to the creation of a new name “pamilee”, visual identity, and complete packaging overhaul.

As the art director and brand designer, I developed the new logo and full packaging system for an extensive line of at-home hygiene and wellness products for pets. I also restructured the product architecture by introducing two sublines “Care” and “Health”: each with distinct graphic systems and color palettes to improve on-shelf recognition and brand clarity.

Breaking away from category clichés like animal photography, pamilee embraces a bold, modern graphic approach. Fluid forms, color blocking, and minimal iconography communicate functional benefits while reinforcing a sense of calm and emotional trust.

The logo features a hidden animal face (both cat and dog) inside the letter “M,” adding warmth without being too literal. Materials were chosen for cost-effective mass production, while maintaining a premium look and feel.

Market Context & Design System:
Pamilee products are primarily sold through online marketplaces, where product cards allow for the inclusion of animal imagery when needed. This flexibility made it possible to keep the physical packaging clean and free from pet photography, maintaining a modern, design-forward look on the shelf.

Given the brand’s large number of SKUs and bright product range, I developed a structured color system where shades never repeat and always harmonize across the line. The palette is based on soft yet vibrant tones—carefully selected to balance visual energy with shelf clarity and emotional warmth.

Since its relaunch, pamilee has become a category leader on regional marketplaces, showing how strategic branding can turn everyday pet products into emotionally resonant bestsellers.