CASE STUDY · FOXY ROXY SUPPLY CO. · SONORA, CA

A $100K Year on the Trade Show Floor

A refreshed logo, a trade show booth that stops groomers in the aisle, and packaging for their monthly supply clubs. Their trade show sales went up over $100,000 from one year to the next.

Project Snapshot

+$100K

in trade show sales with the new booth

Client: Foxy Roxy’s Supply Co.
Location: Sonora, California
Years: 2024–present
Role: Illustrator & Graphic Designer
Services: Brand Refresh, Illustration, Packaging, Trade Show Display

THE BOOTH: BEFORE & AFTER

WHAT WE MADE

REFINED THE EDGES. ELEVATED THE PRESENCE.

Foxy Roxy's already had what most brands spend years chasing: a big personality and a loyal crowd of groomers and show-dog people. The logo just wasn't keeping up. Its oversaturated cyan never came out the same way twice from one printer to the next, the linework had rough, broken edges and awkward tangents, and the "Supply Co." script was a row of disconnected letters. I rebuilt it with a color they can match on every surface, clean linework, and a script that finally connects. Then I drew a dog-pattern illustration they can put on anything, from booth walls to tissue paper.

Then we took it to the show floor. The old booth didn't make it clear what Foxy Roxy's actually sells. The new one tells groomers exactly what they're looking at from across the hall, and the light-up elements and bold color pull them in before they've decided to stop. I designed the whole concept, reworked the logo to fit it, and built the templates that went straight to the manufacturer. The next year, Foxy Roxy's trade show sales increased over $100,000.

EXPANDING THE MONTHLY CLUBS

Foxy Roxy’s monthly clubs give groomers a reason to come back every month. With U-Pick 6, a groomer chooses their own pair of shears and gets coordinating finger inserts, bonus tools and accessories, and a rotating collectible along with it. Each club needed its own look without wandering off from the main brand, so I designed logos for Scissor of the Month, the Mystery Bag, and U-Pick 6, plus packaging for the Groomer Supply Club box and the mystery bags.

Every club has its own mark, but they all share the same colors, line weight, and dog pattern. A box landing on a groomer’s doorstep reads as Foxy Roxy’s before it’s even opened.