The Story of "Standing Boat" Reimagined as "Furesh"
It’s not just about ideas. It’s about making ideas happen.
Background
In 2018, Chinese pet product manufacturer Standing Boat prepared to enter the U.S. market with their newly invented foldable pet bathtub. Following the initial Amazon launch campaign, my creative team advised a full rebrand to better connect with American consumers—and the client embraced the recommendation.
Standing Boat Product Video
Standing Boat Installation Video
Rebranding Strategy
The first step was a name change. We proposed the brand name Furesh—a blend of Fur and Fresh—paired with the tagline: “Designed Fur Love”
The rebrand included:
New color schemes, fonts, and packaging design
New logo & tagline
A redesigned website (www.lovefuresh.com) and Amazon content
Updated product videos & photos
Recommended product modifications to better fit U.S. consumer preferences
Launched a major trade show in Las Vegas during the annual SuperZoo convention
Trade Show Booth
Trade Show Brochure
Furesh Big Dipper Product Video (Phase 2)
Furesh Little Dipper Product Video (Phase 2)
Furesh Branding Video (Phase 2)
Furesh Product Video (Phase 1)
Furesh Instructional Video (Phase 1)
Results
Over the past seven years, Furesh has grown into a market leader:
#1 Best-Selling Pet Bathtub on Amazon
600,000+ units sold to date
Expanded product line featuring two sizes:
Little Dipper (for smaller pets)
Big Dipper (for larger pets) — both names developed as part of the branding process
Ongoing Growth
Furesh continues to expand into new product categories while maintaining its strong brand identity and customer loyalty.