Pooch & Mutt

Optimising Pooch & Mutt’s store, subscription and content to paw-fection

Increase in conversion rate


Increase in sales on subscription launch






Content creation









Rapid growth meant more eyes were on the Pooch & Mutt store than ever before, but the pet food brand was aware of a few on-site issues that they wanted to tidy up – and fast. First up, the user experience (UX) was not as intuitive as it could be, with page structure proving confusing, and individual products set up as variants. 

Additionally, their existing subscription service was low on sign-ups and high on churn rate. It needed to be relaunched in order to remain competitive with Pooch & Mutt’s retail partners. 

And, finally, they needed a content refresh. Though Pooch & Mutt’s unique selling point is their nutritious ingredients, their visuals showed the food pouches without letting consumers see what’s inside. The goal was to revamp the content, the design and the images displayed on the site, without compromising their highly lucrative rankings for SEO. 


In a meeting of form and function, we gave direction on a whole new visual style for the Pooch & Mutt website, complete with a fresh colour palette that correlated with their product packaging colours. We also enriched their site with eye-catching, conversion-driving visuals from a doggie photoshoot that our art director briefed and oversaw.

We designed and built an easy-to-navigate mega menu and complex filtering system that would help consumers pinpoint the perfect product for their pup. This, along with the custom-built ‘Find Your Food’ recommendation engine, contributes to a seamless user journey across Pooch & Mutt’s site. 

When it came to their subscription, we supercharged Pooch & Mutt’s ‘Subscribe & Save’ model to effectively reward customers for their loyalty and drive repeat custom. Working on the design and build for the ‘Build a Subscription Box’ engine, we enabled shoppers to quickly and easily pick their products and delivery frequency, integrating impressive flexibility so customers can pause or cancel boxes without hassle - helping to reduce churn and keep subscribers happy. 


Because pups deserve healthy treats, too; Pooch & Mutt delivers natural, supplement-boosted food to the UK’s luckiest dogs in order to nurture their bodies and minds. During lockdown, their sales soared as consumers switched from their usual supermarket brands to online shopping. That’s when the brand knew it was time to level up their on-site experience with new creative, new designs and an upgraded subscription service.

Our first step to enhancing Pooch & Mutt’s online presence was to bring a new lease of life to their visual content. Pooch & Mutt were bursting with ideas for a product and still life photoshoot, but they needed help bringing their dream visuals to life.

We turned Pooch & Mutt’s mood boards into a fun and functional shoot brief, before liaising with photographers, commissioning prop stylists, and even helping to cast model dogs (the dream, no?), so the brand could step onto the set with every detail taken care of. 

We integrated these eye-catching visuals across Pooch & Mutt’s site, along with a punchy new colour palette and conversion-driving filtering and navigation to help customers find just what they’re looking for. 

One of the key challenges of this project was improving Pooch & Mutt’s subscription service. They were finding that whenever a retailer applied an offer or discount to their products, they were losing sales revenue on their official ecommerce store. We crafted a uniquely flexible  ‘Build a Subscription Box’ solution and loyalty point model to provide their customers with an incentive to shop D2C (direct to consumer), without needing to match Amazon’s deep discounting. This helped to increase signups, retention and revenue while reducing churn. 

Keeping pooches pleased has never been simpler.