Giving three pet-food brands their own online identity while sharing a platform that accommodates different products, markets and fulfilment requirements.

SEODevelopmentData Driven UX & UI

The Real Pet Food Company

Real Pet Food — approved client photograph

A common theme had to work for distinct brands and markets at different stages of DTC readiness. Frozen products added a further constraint: checkout rules needed to reflect minimum weights and quantity requirements in the cold supply chain.

The project
Real Pet Food Company produces food for dogs and cats across a portfolio that includes Billy and Margot and Farmers Market. Overdose designed and developed three Shopify websites, adapting a shared theme to each brand's identity.
The work included configurable frozen-food purchasing rules, a switch to activate DTC journeys and a custom customer-service connector. Product information used concise content, infographics and a configurable feeding guide to help shoppers navigate the range.
Scope
- SEO
- Development
- Data Driven UX & UI

The Real Pet Food Company project image 1

Platforms & integrations

The shared platform records behind this case study.

Integration

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Challenge
Checkout Rules for Frozen ProductsRPFC utilise two different fulfilment partners; one for ambient products and one for frozen products.Due to the nature of the cold supply chain, it was important for RPFC customers to purchase frozen products meeting weight-based minimums or multiple quantities rules (depending on frozen product type).
Solution
Created a customised checkout rule function for the Client to configure minimum weight or multiple quantity rules, which allowed the end customer the freedom to purchase an assortment of flavours of the Frozen food to make up those minimums.
Challenge
Customising Single Shopify Theme to Fit 3 Distinctive Brands
There is a need to adapt the chosen Shopify theme to cater to individual brand needs (i.e. product types, structures, content).
Solution
Used the individual brand identity (i.e. visual brand colours, photography, imagery, fonts, etc.) to cue a different look-and-feel/customer experience.
Challenge
Switch from Non D2C to e
CommerceAs some markets were not ready for Direct-to-Consumer (D2C) at the time of launch, the Client wanted the ability to seamlessly switch to D2C mode sometime in the future.
Solution
We developed a custom switch to enable the Direct-to-Consumer UI including the end-to-end User Journey.
Challenge
Integrating with Existing Customer Service Platform
The client's established customer service platform is unable to integrate directly with the Shopify platform. The 3rd party apps on the Shopify app marketplace were not compliant with the client's customer services portal requirements.
Solution
Created a custom connector to integrate up with existing customer service provider/platform (i.e. 'Contact Us' Form).

Experience

UX & UI

Overdose designed and developed 3 exclusive websites under a global brand, The Real Pet Food Company™. Built on Shopify, we’ve also created unique brand experiences for each of the brands. We made sure the styling is clear & concise and navigation is easy for users to get to a product through various user journeys from browsing through the categories or the search. The product pages were designed to provide information in form of infographics or bite-sized pieces which includes a customisable feeding guide. The website is responsive and was designed for desktop and mobile.