“I understand the pet industry through design, strategy, and how people truly connect with animals.”

Sonya Mudvex is an independent art director and designer specializing in branding for the animal world: from pet food and supplements to pet-tech and care-driven products. Before launching Fetchston, Sonya led rebrands, created award-winning visual systems, and collaborated with international teams on projects recognized by global design awards.

Since 2016, Sonya’s work has focused deeply on the pet industry. She has collaborated with more than 30 brands worldwide, helping founders and companies rethink positioning, launch new ideas, and shape brands that feel clear, intentional, and built with meaning behind every detail.

Fetchston was created from a simple belief: pet brands deserve the same level of strategy, storytelling, and design sophistication as leading lifestyle and consumer brands.

Hi, it's Sonya,
a founder of Fetchston

10+

years in the pet industry

30+

pet-focused brands worldwide

14

International design awards

Her work is driven by curiosity, clear thinking, and a deep respect for the bond between humans and animals.

As the proud human of a Border Terrier named Quantum, Sonya understands the everyday reality of pet parenting firsthand. That personal perspective informs how she approaches packaging, messaging, and strategy: thoughtfully, realistically, and with empathy for both sides of the relationship.