As Nulo pet food grew from a regional to an international brand, they realized it was time to revaluate their brand and bring it to life through an experience that would help them lead in the digital space.
We started by evolving the brand and then created a mobile-first UX content strategy and designed and developed a web experience that showed off the brand, while putting user needs first.
Nulo stands for nutrition + love (nu+lo), but in recent years their focus on nutrition had steered away from the approachable brand they started as.
We started by evolving the voice and tone to reflect both warmth and expertise and wrote a manifesto that brought it to life. At the same time, we looked to the brand’s beautiful, friendly packaging for inspiration on how to incorporate organic shapes and lighten up the look of the brand in marketing and on the website.
The website strategy simplified the site experience and help users find exactly what they needed. The compelling brand story was front and center and a food finder quiz helped consumers find the right food for their pet without having to navigate 400+ SKUs or understand (or care about) the complexities of pet food channel strategies.
The site scored a 100/100 mobile optimization score and increased site traffic by 152%. And the new brand personality was rolled out across all brand touchpoints.
As the creative director on the project, I partnered with the client and strategy lead to set a vision and then worked with internal teams to bring it to life.