Launching a New Pet Brand From the Ground Up
My Role Lead Designer • Creative Direction • UX/UI Design • Brand Strategy
Project Breakdown:
Context • The Challenge • Landing Page • Amazon • The Pitch
Overview
A New Brand.
A Completely New Category.
DIRECT RESPONSE
LANDING PAGE DESIGN
BRAND EXPERIENCE
AMAZON
SuperPup was the company’s first move into pet supplements. New product. New audience. New brand. And not much of an existing playbook to work from.
I led the design of the direct-response landing page, Amazon listing visuals, and supporting brand materials for the launch of SuperPup Flex & Fur.
The experience needed to introduce the product, explain what it did, and give dog owners a reason to trust something they had never heard of before. It also needed personality. This was a pet brand, after all. We could definitely have more fun with it.
Was I going to find a way to put my own dogs in the project? Of course I was.
Thor and Loki debuted in much of the marketing and launch material. Apparently having my boys with me meant I already had our first testimonials ready to go.
The Challenge
Launching something new meant starting without the things established brands usually get to lean on. No brand recognition. No existing customer base. No long history of reviews. We had to earn that trust from the beginning.
And with dog supplements, trust mattered. A lot. The experience had to quickly explain the benefits of SuperPup Flex & Fur without overwhelming people. It needed enough information to feel credible. Enough emotion to feel personal. And enough direct-response structure to keep moving someone toward the purchase.
The challenge was finding the balance.
If I was going to give this to my own dogs, I needed the experience to feel like something I could trust too.
The Landing Page
Turning a New Pet Brand Into Something Pet Parents Could Trust
SuperPup was new. Which meant the landing page had a lot of work to do.
We needed to explain what SuperPup Flex & Fur was, why dogs needed it, and why pet parents should trust it. All while keeping someone interested long enough to actually make a decision.
So I built the page around that journey. Start with the problem. Introduce the benefits. Explain the ingredients. Bring in real dogs and testimonials. Answer the obvious questions. Then keep reinforcing the product along the way.
The design followed the same thinking. Bright. Friendly. Easy to scan. Enough personality to feel like a pet brand, but enough structure and credibility to support a direct-response sale.
Was I ridiculously excited that my dog got to be the face of a brand I was designing? You bet. My boy Thor is right there in the hero! Front and center.
The Amazon Experience
Making the Product Story Work at a Glance
Amazon was a different experience. There was less room to tell the story. Less time to build trust. Every image needed to earn its place.
So I took the same thinking behind the landing page and condensed it. What is Flex & Fur? What does it help with? What’s inside? Why should I trust it? And, most importantly, is this right for my dog?
The listing images worked together to answer those questions quickly. Clear benefits. Ingredient callouts. Product education. Trust signals. And enough SuperPup personality to keep the brand feeling like itself.
It was the same product story. Just designed for someone scrolling a lot faster.
Brand Pitch
Before We Could Launch It, We Had to Sell the Idea
Before SuperPup became a product, it was an idea we had to bring to life.
I partnered with the Brand Manager to build the pitch for the executive team. We looked at the pet wellness category. The audience. Market trends. Competitors. Product opportunities. And where a new brand like SuperPup could fit.
My role was to turn all of that thinking into a story people could actually see. I helped shape the visual direction, designed the presentation, and brought the product concepts to life.
This was really the beginning of SuperPup. Before the landing page. Before Amazon. Before Thor became our very handsome spokesperson.
Okay… maybe I was already thinking about that last part.
