Founded in 1980 in St. Louis, Missouri as a family-owned pet health and wellness company, TropiClean has grown into a global leader in pet grooming and dental care, now distributing to over 70 countries and manufacturing more than 95% of its products right here in the U.S. Driven by the belief that pets are family, TropiClean crafts grooming and oral care products that promote pet health, comfort, and happiness with integrity and uncompromising quality at every step. What sets TropiClean apart in a crowded market is their unwavering commitment to nature-first formulas: every product is powered by naturally derived ingredients like coconut oil, aloe vera, botanical oils, and fruit extracts, carefully selected to be free from harsh chemicals and artificial dyes, as safe as they are effective. The proof is in the results. TropiClean has ranked #1 in both pet grooming and pet dental care for seven years running. In a category where "natural" is often just a marketing claim, TropiClean has built a brand with the heritage, science, and soul to back it up.
brand ownership
TropiClean had the brand equity, the loyal following, and the products to back it all up. What they needed was a digital presence as bold and purposeful as the brand itself. As lead designer, I partnered with a cross-functional team to translate TropiClean's nature-first identity into a digital experience that didn't just look good. It converted, educated, and connected. Every design decision was rooted in the brand's core truth: that pet care can be powerful and clean, effective and natural.
The pet care space is loud. Dozens of brands fighting for shelf space and screen space with nearly identical messaging. The challenge wasn't just making TropiClean look premium. It was making users feel the difference the moment they landed on the page, and trust it enough to stay.
Brand-led
CONCEPTING
A brand's personal identity and story are its greatest differentiator. Every project starts there.
Conversion-driven
DIGITAL DESIGN
Your customer is one scroll away from your competitor. Good design is the reason they stay.
Conscious Design
THAT CONVERTS
The data is clear. Marketing and design built around conversion is what actually works.
Maximize Your
AMAZON SALES
Designed to drive Amazon sales and turn first-time buyers into loyal customers.
Great grooming goes beyond a clean coat. Built around a mild coconut cleanser, TropiClean's grooming line delivers a gentle yet effective clean, finished with fresh tropical fragrances that leave pets smelling irresistibly cuddle-ready. From shampoos and conditioners to waterless options, wipes, and deodorizing sprays, every formula is crafted with naturally derived ingredients designed to work with your pet's skin and coat, not against it. Clean ingredients. Real results. Happy pets.
Bathtime elevated
TropiClean came to this project with a legacy worth showing off. The work made sure the world could see it. By grounding every design decision in the brand's nature-first values, the final digital experience didn't just reflect who TropiClean is. It amplified it. Working through each individual brand under the TropiClean umbrella was a critical part of the process, ensuring every product line had a cohesive voice while maintaining its own distinct identity within the family. The result was a unified digital presence that felt intentional from top to bottom. A fresher, more elevated design approach translated directly to impact, contributing to a measurable increase in Amazon sales. A brand that has spent over four decades earning trust now has a digital presence built to match.
Legacy, Delivered
