Cazu —
Pet-friendly
Furniture
Crafted a digital store and brand identity for pet lovers and their furry friends — translating an architect-led product vision into a coherent visual and e-commerce experience.
A pet-friendly furniture brand and Shopify store, designed end to end — brand identity (19 guideline spreads), e-commerce UX/UI, and front-end. Live 2019–2023, serving 6.6k users and 21.8k pageviews as a niche, Portuguese-language store selling in a single Brazilian city.
Founded by three experienced architects who refuse to compromise on comfort and style while staying close to their animals, Cazu set out to design multifunctional furniture for both pet owners and their pets — encouraging creative use of shared spaces for rest, play, and work.
I led the digital branding and e-commerce design, translating the founders' product vision into a cohesive visual identity, UI flows, and marketing assets.
A niche, Portuguese-language pet-furniture store that launched selling in a single Brazilian city — the numbers above are the audience it built within that scope. Source: Google Analytics, store lifetime.
Info
| Timeframe | 2017 – 2019 |
| Location | Brazil |
| Team size | 5 |
| Platforms | Shopify / E-commerce |
| Industry | Furniture / Pet-friendly |
| Role | Multidisciplinary Designer (Brand strategy · Naming · UI/UX · Frontend) |
| Website | cazu.michelleprotzek.com |
My process
I started with creative workshops with the founders, then researched references and competitors — presenting and refining with them until the final version.
What I did
As a multidisciplinary Designer, I translated the founders' values into the brand's visual and verbal identity.
I developed high-fidelity UI flows, brand identity, and marketing assets, keeping our business and customer-experience goals in mind.
To keep the experience consistent across platforms, I worked closely with the development team to ensure pixel-perfect implementation — assisting with frontend UI tasks myself — and left 19 spreads of brand guidelines with practical examples. The system had to outlive my involvement, and it did: the store ran on it for four years after the engagement ended.
