Founding A design-forward pet brand
To address a gap in the market of thoughtfully designed pet furniture, I began making my own. By combining limited drops, refined product visuals, and personalized customer care, I grew a niche cat-furniture brand to 2K sales, 13K favorites, achieving a 4.9-star average review — even becoming an "Etsy's Pick".
Client
Global
Team
Josh Kotel
Role
Product Design
Fabrication
Media
Growth
Iterative Design
Agile Thinking
The Challenge
In 2018 I had two cats and worked 50 hour weeks. I wanted to give my cats more enrichment and engagement in our space, but I didn't like what was on the market.
“ Thank you for making such pretty and stylish cat furniture.”
– Kimberly, unikkatt Customer
The Insight
Pet owners trust vets to manage their pet's health, but this trust exists without transparency or autonomy. They're dependent on systems they can't access and availability they can't control—"what happens if there's an emergency?" The opportunity here isn't to replace this relationship, but to extend it. Preserving the familiar vet experience in digital form gives pet owners a level of control and cohesion missing from the current system.
What I Did
Designed, launched, and operated a consumer brand end-to-end, from product design and fabrication to brand identity, content, customer experience, and logistics.
The Impact
Orders
2K
Revenue
$172K
Item Favorites
15K+
Countries
17
Avg Review
4.9/5
