New: Instinct Pet Food Homepage

Nothing is fresher than raw

Role

Digital Design Consultant (UI, UX)

Industry

Pet Food / Pet Nutrition

Tools

Figma, Adobe Creative Suite, HailuoAI

Instinct Pet Food recently completed a full brand transformation: new identity, new packaging, new positioning around raw nutrition. The existing CMS site couldn't keep up.

The Problem

The site wasn't mobile-friendly and the new brand wasn't translating. Customers struggled to navigate a complex product range spanning raw, frozen, freeze-dried, kibble, and toppers — across both dogs and cats.

The Goal

Design Instinct's first DTC eCommerce experience on Shopify, translating the new brand into an intuitive shopping journey that builds equity, drives conversion, and keeps customers coming back.

Introduced a flexible hero carousel supporting video and imagery, paired with a prominent “Find Their Fresh Recipe” quiz CTA to simplify decision-making. Added a below-the-fold value proposition module to clearly communicate the health benefits of raw nutrition, followed by a “Fresh Favorites” section to drive quick access to top products with visual cues like “New” and “Bestseller.” Streamlined product discovery with a “Shop by Category” module, making it easier to navigate across raw, frozen, freeze-dried, kibble, and toppers.

Leveraged customer testimonials as social proof to build trust and support purchase decisions.

Enhanced content architecture to better surface Instinct’s sustainability story and environmental impact. Added a subscription module to simplify reordering and encourage repeat purchases through direct-to-consumer.

Expanded the ecosystem beyond the CMS limitations by introducing clearer pathways to retail partners. Developed an “Instinct in Action” module to showcase real customer and influencer experiences. Reinforced community engagement with a “Join the Pack” module, encouraging user participation and content sharing. Rooted in a brand origin story unlike any other: nutrition pioneered for tigers.

Developed an “Instinct Insider” module to surface brand stories. Increased visibility of email capture by moving the sign-up form into the global footer, improving accessibility and engagement. Reinforced the new brand identity by aligning the footer design with packaging, featuring bold typography and a rotated Instinct logo.