Freshpet

2023-2024
ROLE
Visual & Interaction Design / User Experience / Design System / Branding / CRM

ART DIRECTOR Katie Hanifin
CREATIVE DIRECTOR Maureen Cooley
DEVELOPMENT Digital Surgeons

Overview

Freshpet is the industry originator and leader of fresh pet food. With increased competition and a view towards the future we took on a full site redesign. Focusing on the company’s ethos and product quality we crafted a compelling site, complemented by a scalable design system, and a strong CRM strategy.

Food render with parallax scrolling animation to showcase quality ingredients

Freshpet homepage

Design system

Produced a design system that was modern, friendly and scalable across all site pages. We made sure to bring in fonts and treatments that related back to the food packaging for consistent branding.

Custom illustrations

Spotlight on ingredients

Our overarching objective was to breathe life into the freshness narrative. By consistently showcasing ingredients throughout the website, we unleashed this story with engaging video and interactive elements.

Product Detail Page (PDP)

Immersion on every device

The experience continues to delight, even when you’re not at your desktop screen. All interactions are carefully optimized for smaller screens like your mobile phone.

Sub-brand landing page

Flyout menu navigation

Blog page

CRM: Welcome email series

Results

The site redesign delivered outstanding results, as customers found it to be modern and highly user-friendly. This translated into increased engagement with average time spent on-site growing 250%, empowering Freshpet to amplify their marketing efforts and further expand their business.

I won a Webby for Best Mobile UX.