The Story of "Standing Boat" Reimagined as "Furesh"

Written By Ian Nguyen

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

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.

Ian Nguyen