Case Study
First ever D2C web build for HiLife, the UK’s leading pet food brand.
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When HiLife first approached our team back last year, they were looking for a partner to take their brand D2C - direct to customer. Originally a family of pet owners and animal lovers, HiLife burst onto the pet food scene over 35 years ago, and have been delighting the UK’s cats and dogs with their natural pet food and tasty treats ever since. We already knew the HiLife brand from having seen their pouches, treats and chews lining the shelves of Tescos, Sainsbury’s and Pets At Home. We were impressed! As pet owners ourselves, many of our Kubix staff had actually purchased HiLife in the past and knew how beneficial they were for our furry friends. When we heard that HiLife were after their first ever e-commerce site to start selling directly, we were determined to deliver a stunning website that reflected the natural, good-quality ingredients that go into each and every HiLife pouch.
So what makes HiLife’s pet food such a long-standing winner in the pet aisle? The HiLife vision is simple. They know that cats and dogs bring such joy into our lives. They believe it’s our responsibility to care for them in return. The HiLife team works round the clock to encourage and promise responsible pet ownership, and they believe that feeding your cat or dog the right food is just the beginning. They pack their products with beneficial oils for your pet’s healthy skin and coat, as well as all the proteins and fibre they need for digestive and muscle health. It’s therefore not surprising that the brand has won so many awards for their innovative recipes and sells over 50 million of their dishes and treats every year.
When HiLife first approached our team back last year, they were looking for a partner to take their brand D2C - direct to customer. Originally a family of pet owners and animal lovers, HiLife burst onto the pet food scene over 35 years ago, and have been delighting the UK’s cats and dogs with their natural pet food and tasty treats ever since. We already knew the HiLife brand from having seen their pouches, treats and chews lining the shelves of Tescos, Sainsbury’s and Pets At Home. We were impressed! As pet owners ourselves, many of our Kubix staff had actually purchased HiLife in the past and knew how beneficial they were for our furry friends. When we heard that HiLife were after their first ever e-commerce site to start selling directly, we were determined to deliver a stunning website that reflected the natural, good-quality ingredients that go into each and every HiLife pouch.
So what makes HiLife’s pet food such a long-standing winner in the pet aisle? The HiLife vision is simple. They know that cats and dogs bring such joy into our lives. They believe it’s our responsibility to care for them in return. The HiLife team works round the clock to encourage and promise responsible pet ownership, and they believe that feeding your cat or dog the right food is just the beginning. They pack their products with beneficial oils for your pet’s healthy skin and coat, as well as all the proteins and fibre they need for digestive and muscle health. It’s therefore not surprising that the brand has won so many awards for their innovative recipes and sells over 50 million of their dishes and treats every year.
When HiLife first approached our team back last year, they were looking for a partner to take their brand D2C - direct to customer. Originally a family of pet owners and animal lovers, HiLife burst onto the pet food scene over 35 years ago, and have been delighting the UK’s cats and dogs with their natural pet food and tasty treats ever since. We already knew the HiLife brand from having seen their pouches, treats and chews lining the shelves of Tescos, Sainsbury’s and Pets At Home. We were impressed! As pet owners ourselves, many of our Kubix staff had actually purchased HiLife in the past and knew how beneficial they were for our furry friends. When we heard that HiLife were after their first ever e-commerce site to start selling directly, we were determined to deliver a stunning website that reflected the natural, good-quality ingredients that go into each and every HiLife pouch.
So what makes HiLife’s pet food such a long-standing winner in the pet aisle? The HiLife vision is simple. They know that cats and dogs bring such joy into our lives. They believe it’s our responsibility to care for them in return. The HiLife team works round the clock to encourage and promise responsible pet ownership, and they believe that feeding your cat or dog the right food is just the beginning. They pack their products with beneficial oils for your pet’s healthy skin and coat, as well as all the proteins and fibre they need for digestive and muscle health. It’s therefore not surprising that the brand has won so many awards for their innovative recipes and sells over 50 million of their dishes and treats every year.
When HiLife first approached our team back last year, they were looking for a partner to take their brand D2C - direct to customer. Originally a family of pet owners and animal lovers, HiLife burst onto the pet food scene over 35 years ago, and have been delighting the UK’s cats and dogs with their natural pet food and tasty treats ever since. We already knew the HiLife brand from having seen their pouches, treats and chews lining the shelves of Tescos, Sainsbury’s and Pets At Home. We were impressed! As pet owners ourselves, many of our Kubix staff had actually purchased HiLife in the past and knew how beneficial they were for our furry friends. When we heard that HiLife were after their first ever e-commerce site to start selling directly, we were determined to deliver a stunning website that reflected the natural, good-quality ingredients that go into each and every HiLife pouch.
So what makes HiLife’s pet food such a long-standing winner in the pet aisle? The HiLife vision is simple. They know that cats and dogs bring such joy into our lives. They believe it’s our responsibility to care for them in return. The HiLife team works round the clock to encourage and promise responsible pet ownership, and they believe that feeding your cat or dog the right food is just the beginning. They pack their products with beneficial oils for your pet’s healthy skin and coat, as well as all the proteins and fibre they need for digestive and muscle health. It’s therefore not surprising that the brand has won so many awards for their innovative recipes and sells over 50 million of their dishes and treats every year.
After initial emails with their team’s e-commerce consultant, Kubix headed over to their Melton Mowbray headquarters to meet the HiLife family and learn more about their story. At the time, the team was busy selling their stock on Amazon, but were tired of the extortionate sellers fees that applied to every sale. By setting up on Shopify, they wanted an easy-to-use website platform that would sync up well with their warehouse management, fulfilment and accounting systems. That meeting was the first of many productive communication channels that we set up between HiLife and Kubix during the build. We also got to take some of their finest treats home for our own pet pals before getting to work.
The HiLife web build was primarily a theme customisation project, but we wanted to make sure that every part of the website was a reflection of the brand. Because of this, our design team had quite a challenge on their hands. Given that the HiLife packaging tended to vary between different ranges and product types, we were asked to focus on and reflect their new range of “it’s only natural” products. We managed to effectively emphasise this - from the soft greens, browns and greys used across the store, to their iconic leaf motif animating the homepage. Then came the next stage - designing every page with the HiLife customer in mind. We started to fill the pages with additional content, from downloadable size-o-meter PDFs which determines how much to actually feed your pet, to YouTube videos from the headquarters and competition links for customers. Every page of the store was finished before the HiLife team went in and populated the store with their various products. We were ready to launch.
After initial emails with their team’s e-commerce consultant, Kubix headed over to their Melton Mowbray headquarters to meet the HiLife family and learn more about their story. At the time, the team was busy selling their stock on Amazon, but were tired of the extortionate sellers fees that applied to every sale. By setting up on Shopify, they wanted an easy-to-use website platform that would sync up well with their warehouse management, fulfilment and accounting systems. That meeting was the first of many productive communication channels that we set up between HiLife and Kubix during the build. We also got to take some of their finest treats home for our own pet pals before getting to work.
The HiLife web build was primarily a theme customisation project, but we wanted to make sure that every part of the website was a reflection of the brand. Because of this, our design team had quite a challenge on their hands. Given that the HiLife packaging tended to vary between different ranges and product types, we were asked to focus on and reflect their new range of “it’s only natural” products. We managed to effectively emphasise this - from the soft greens, browns and greys used across the store, to their iconic leaf motif animating the homepage. Then came the next stage - designing every page with the HiLife customer in mind. We started to fill the pages with additional content, from downloadable size-o-meter PDFs which determines how much to actually feed your pet, to YouTube videos from the headquarters and competition links for customers. Every page of the store was finished before the HiLife team went in and populated the store with their various products. We were ready to launch.
Results? A stunning D2C site for the UK’s leading pet brand.
After initial emails with their team’s e-commerce consultant, Kubix headed over to their Melton Mowbray headquarters to meet the HiLife family and learn more about their story. At the time, the team was busy selling their stock on Amazon, but were tired of the extortionate sellers fees that applied to every sale. By setting up on Shopify, they wanted an easy-to-use website platform that would sync up well with their warehouse management, fulfilment and accounting systems. That meeting was the first of many productive communication channels that we set up between HiLife and Kubix during the build. We also got to take some of their finest treats home for our own pet pals before getting to work.
The HiLife web build was primarily a theme customisation project, but we wanted to make sure that every part of the website was a reflection of the brand. Because of this, our design team had quite a challenge on their hands. Given that the HiLife packaging tended to vary between different ranges and product types, we were asked to focus on and reflect their new range of “it’s only natural” products. We managed to effectively emphasise this - from the soft greens, browns and greys used across the store, to their iconic leaf motif animating the homepage. Then came the next stage - designing every page with the HiLife customer in mind. We started to fill the pages with additional content, from downloadable size-o-meter PDFs which determines how much to actually feed your pet, to YouTube videos from the headquarters and competition links for customers. Every page of the store was finished before the HiLife team went in and populated the store with their various products. We were ready to launch.
After initial emails with their team’s e-commerce consultant, Kubix headed over to their Melton Mowbray headquarters to meet the HiLife family and learn more about their story. At the time, the team was busy selling their stock on Amazon, but were tired of the extortionate sellers fees that applied to every sale. By setting up on Shopify, they wanted an easy-to-use website platform that would sync up well with their warehouse management, fulfilment and accounting systems. That meeting was the first of many productive communication channels that we set up between HiLife and Kubix during the build. We also got to take some of their finest treats home for our own pet pals before getting to work.
The HiLife web build was primarily a theme customisation project, but we wanted to make sure that every part of the website was a reflection of the brand. Because of this, our design team had quite a challenge on their hands. Given that the HiLife packaging tended to vary between different ranges and product types, we were asked to focus on and reflect their new range of “it’s only natural” products. We managed to effectively emphasise this - from the soft greens, browns and greys used across the store, to their iconic leaf motif animating the homepage. Then came the next stage - designing every page with the HiLife customer in mind. We started to fill the pages with additional content, from downloadable size-o-meter PDFs which determines how much to actually feed your pet, to YouTube videos from the headquarters and competition links for customers. Every page of the store was finished before the HiLife team went in and populated the store with their various products. We were ready to launch.
HiLife’s new website went live during the UK’s COVID-19 lockdown period. Whilst this somewhat unusual launch time was never part of anyone’s plans, it proved to be a useful way of directing their usual customers across to the new site instead of heading over to the supermarkets. And as more and more of HiLife’s loyal customers headed directly to the site and ordered online, our team and theirs kept a close eye on conversion rates and user journey.
Any good website requires ongoing tweaks and refinements to keep it fresh, and we’ve been taking feedback from users and the direct HiLife family themselves to move the store into Phase Two, making the next set of changes to keep up with the steady stream of orders. The HiLife team are thrilled to finally reach their far-reaching customer base from the comfort of their own online store, and we’ve been thrilled to get them there.
HiLife’s new website went live during the UK’s COVID-19 lockdown period. Whilst this somewhat unusual launch time was never part of anyone’s plans, it proved to be a useful way of directing their usual customers across to the new site instead of heading over to the supermarkets. And as more and more of HiLife’s loyal customers headed directly to the site and ordered online, our team and theirs kept a close eye on conversion rates and user journey.
Any good website requires ongoing tweaks and refinements to keep it fresh, and we’ve been taking feedback from users and the direct HiLife family themselves to move the store into Phase Two, making the next set of changes to keep up with the steady stream of orders. The HiLife team are thrilled to finally reach their far-reaching customer base from the comfort of their own online store, and we’ve been thrilled to get them there.
HiLife’s new website went live during the UK’s COVID-19 lockdown period. Whilst this somewhat unusual launch time was never part of anyone’s plans, it proved to be a useful way of directing their usual customers across to the new site instead of heading over to the supermarkets. And as more and more of HiLife’s loyal customers headed directly to the site and ordered online, our team and theirs kept a close eye on conversion rates and user journey.
Any good website requires ongoing tweaks and refinements to keep it fresh, and we’ve been taking feedback from users and the direct HiLife family themselves to move the store into Phase Two, making the next set of changes to keep up with the steady stream of orders. The HiLife team are thrilled to finally reach their far-reaching customer base from the comfort of their own online store, and we’ve been thrilled to get them there.
HiLife’s new website went live during the UK’s COVID-19 lockdown period. Whilst this somewhat unusual launch time was never part of anyone’s plans, it proved to be a useful way of directing their usual customers across to the new site instead of heading over to the supermarkets. And as more and more of HiLife’s loyal customers headed directly to the site and ordered online, our team and theirs kept a close eye on conversion rates and user journey.
Any good website requires ongoing tweaks and refinements to keep it fresh, and we’ve been taking feedback from users and the direct HiLife family themselves to move the store into Phase Two, making the next set of changes to keep up with the steady stream of orders. The HiLife team are thrilled to finally reach their far-reaching customer base from the comfort of their own online store, and we’ve been thrilled to get them there.
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