McKinna Plant Labs

Making Noochy Poochy feel like a safe alternative to mainstream dog food brands was a concept we carried throughout this whole project from the branding, to the website, to the content strategy. On the product packaging, this was achieved by using illustrated, cartoon-style dogs which appear happy, playful, and calm.

In turn, this reflects the dog friendly and safe nature of the food. This is further supported by the soft, pastel colour palette which contrasts well with the darker, royal colours that usually dominate this industry. In essence we're selling 'happiness' and the end result is very eye-catching.

We developed a comprehensive content strategy to educate pet owners about vegan dog food, addressing any concerns or misconceptions. Our robust content strategy included detailed blog posts covering topics such as Vitamin D and the comparison between grain-free and vegan dog food. To reach a broader audience, we also created content about dog-friendly beaches, pubs, and hotels. This approach aimed to inform pet parents about the benefits of transitioning their dogs to a vegan diet.

As a result of this, we increased keywords across the website from 51 to 1851, with our blog posts accounting for 72% of total organic keywords. 25% of the overall website traffic was also generated through the blog content, demonstrating the effectiveness of our content strategy in engaging and attracting visitors. One of the most successful blogs focussed on ‘dog-friendly beaches’ generated more than 250 keywords which were positioned on the first two pages of Google search results.

Alongside our initial packaging that covered the adult (12 month+) dogs, we extended the family and created packaging for puppy, senior, 1 year+ and specialist care dog food. This included the illustrative dog characters themselves and a colour palette that linked to both the dog itself and the original Noochy Poochy colour palette, staying within the same tones and pastel colours.

This was the obvious next step in expanding the product range and from the beginning this idea of creating a family of dog illustrations connected to our overarching idea of making a safe and family friendly alternative to the mainstream brands.

From advertising right the way through to the customer holding a bag in there hand, we needed to create an exciting and seamless customer experience. All of the important nutritional information had to be easily accessible so we designed everything with this in mind. From the moment you land in the Noochy Poochy space, you can easily see benefits, ingredients, and reviews so customers know they are making the right decision.

Key statistics are also enlarged which immediately draws your eye to what vegan dog food has to offer. We further incorporated a handy FAQ section on the website so that customers could get their most burning questions answered quickly without having to get in touch. This also helps diminish any negative misconceptions about vegan dog food.