E-commerce & Pet

Manada Animal

Pet shop e-commerce and digital experience

My role: Full Stack Developer · Creative Director
Year: 2026

Context

Manada Animal is a digital pet shop with an online store on Nuvemshop and a full line of products for dogs and cats. I worked as Full Stack Developer and Creative Director, responsible for the brand's entire digital transformation: from the product catalog to the mobile experience, from campaign communication to the app integration.

Company

Manada Animal

Year

2026

Problem

The brand had quality products but a digital presence below its potential: a disorganized catalog with 150+ SKUs and no clear hierarchy, inconsistent visual communication, an app with no real advantage over the website, and generic campaigns that didn't tap into the emotional bond people have with their pets.

Goal

Structure the e-commerce around what each pet needs, create a high-energy visual identity recognizable in any format, merge app and website into a single experience, and develop campaigns that turn the owner's love into repeat purchases.

Process

I restructured 150+ products into categories based on the pet's real needs ("where should your pet start?"), not on marketing departments. A pet with a skin problem finds a solution before finding a SKU. Navigation was reorganized so owners reach the right product in fewer than 3 clicks.

I defined the brand's visual territory: purple (#5C2D8E) + yellow (#FFC107) + pink (#FF4D9E). The palette was designed to be instantly recognizable in the mobile feed. No other relevant pet shop in Brazil uses this combination: it stands out by color before any message. Every piece works in landscape (feed) and portrait (stories) with full identity at any size.

I structured the strategy of exclusive coupons for app users as a lever for real downloads. The "Exclusive coupon, only for app users" campaign turned downloading from a frivolity into something useful, creating a clear difference in value between the web and app channels. Owners immediately understand why it's worth having the app installed.

I developed the subscription campaign with a fixed 10% discount on every purchase. The logic: turn occasional customers into repeat ones, with predictable revenue for the brand and a permanent discount for the owner. No complex rules, no product limits: a real discount, on every order, always.

The store, section by section

The store's home page on Nuvemshop, in the order the pet owner discovers Manada.

01 / 08
Top and promise
A nationwide free-shipping bar, a prominent search, a menu by species (dogs, cats, birds, horses, home and garden) and a banner carousel with the house-brand products, followed by the four guarantees that answer doubts before the purchase: free shipping, 5 interest-free installments, 3% off with Pix and WhatsApp support.
02 / 08
Where should your pet start?
Categories in photo cards, organized by what the pet needs rather than by marketing department, as the section itself says. It's the restructured catalog architecture showing up in the very first scroll.
03 / 08
Made by Manada
The house-brand showcase (Manada Pads mats and Bichano litter) in cards with a “Vet approved” badge, discount, Pix price, installments and a direct buy button, in a pattern repeated in every showcase across the store.
04 / 08
We're not a store. We're a curation.
The block that explains what sets it apart: every product is chosen, tested and explained alongside a veterinarian who signs off on the choice. A real photo of the team and three short proofs (clinical criteria, the reason for the choice, no guesswork).
05 / 08
Partner brands
On a pink background with a “Manada” watermark, the brands that passed the curation in clickable cards, reinforcing the veterinary criteria before the deals showcases.
06 / 08
Newsletter and Manada Cast
Sign-up with R$30 off the first purchase and the brand's podcast with guest veterinarians, so the store teaches people how to care for their pet instead of just selling.
07 / 08
Numbers and footer
The proof bar (70k+ orders a month, 4.8 rating, 200+ products with clinical criteria and a veterinarian co-founder) and the footer with support, app links, payment methods, security seals and the closing line “You'll never care for them alone.”
08 / 08
On mobile
The same store on mobile: a vertical banner, guarantees in a two-column grid, categories in a swipeable carousel and the curation block with the team photo front and center.

The official store on Mercado Livre

I took Manada to Mercado Livre as an official store, in an operation that tops 5,000 orders a month. The challenge was making the brand show up inside a layout that is the same for every seller. So I set up and designed every block of the store (cover, menu, banners, showcases and the house-brand showcase) so the pet owner recognizes Manada before seeing the first product and quickly reaches what they came to buy.

01 / 04
An official store with its own identity
On Mercado Livre, every store starts out the same. I designed the cover in the brand's purple with the identity's yellow stroke, organized the menu around Manada's logic (Home, É da Manada, Pet Shop, categories and all products) and created the rotating banner for the Manada Gatos campaign in the same visual territory as the website and social media. The store carries the official store badge and more than 18 thousand followers.
02 / 04
Showcases that answer why people buy
Instead of opening the store by category, I built the first showcases around the reasons that decide a purchase on a marketplace: free shipping and interest-free installments. Best sellers (flea and tick products, pet food, pads) show up right in the first section, with the best-seller tag, the discount, Full delivery and the arrival date in plain sight. That shortens the path to the cart.
03 / 04
The brand in the middle of the purchase
I placed an institutional banner in the middle of the store, with Manada's team and mission (humanization, respect and care), to build a bond in a place where customers usually just compare prices. The recommended products showcase comes right after, so this brand moment becomes one more chance to buy.
04 / 04
House brand in the spotlight and safe shopping
The house brand got a block designed on its own: Bichano litter and the Manada Pads Lavender and Traditional pads, each with its campaign art and its own copy, to compete with the big brands on what only Manada offers. The store closes with “Shop safely”, which introduces the veterinarian who picks each product and the commitment to original products.

Featured pieces

Campaigns and artwork created for feed, stories and website, always within the brand's purple, yellow and pink visual territory.

"Real Care": institutional campaign with Dr. Waleska Trigueiro, Manada's veterinarian.

Light Green August: leishmaniasis prevention

Soft Care: promotion with a free frisbee

"With you and your pet every day": institutional campaign

Puppies: product curation for the start of a pet's life

Buddy Nutrition: nutritional supplements line

Flea control: prevention and treatment line

Solution

A complete e-commerce with 150+ products organized by pet needs, a high-impact visual identity across every channel, app + website integration with exclusive coupons as the mobile channel's advantage, a subscription campaign with a fixed 10% discount, and a system of pieces built to work across multiple formats and platforms.

+150

products organized by pet needs

activation and retention campaigns developed

10%

fixed discount for recurring subscribers

Visual System

The palette was built for the competitive mobile feed, where owners scroll with their pet on their lap. Purple + yellow has maximum contrast for the category: it stands out by color before any message. Pink comes in as a third tone to soften without losing energy.

Palette

Manada Purple

#5C2D8E

Primary color: personality, exclusivity, differentiation in the pet segment

Energy Yellow

#FFC107

CTAs, highlights and conversion elements: joy, fun, action

Pet Pink

#FF4D9E

Warmth, emotion, connection with the owner's bond with their pet

White

#FFFFFF

Readability and contrast in vibrant multicolor compositions

Highlight Orange

#FF8C00

Promotional badges, seals and secondary urgency elements

Typography

Manada Display

800 / 900

Campaign headlines: expressive, bold type, instantly recognizable in the feed and in stories

Inter

400 / 500 / 600

E-commerce interface, prices, product descriptions and supporting copy in the campaigns

Takeaways

In a pet shop, emotion is the engine, but logic sustains repeat purchases. An exclusive app coupon turns a channel into a real, perceived advantage. A subscription with a fixed discount is the most honest retention model: less friction, more predictability, no tricks. And the visual identity has to be as vibrant as an owner's love for their pet.

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