Primal Pet FoodsPrimal Pet Foods launched More Time in Their Prime, a fully integrated brand campaign designed to challenge conventional pet nutrition and drive adoption of raw feeding. While contributing to the campaign's broader creative rollout, I led the design of a new e-commerce website, translating the brand platform into a digital experience that educated pet parents, reinforced the campaign narrative, and guided users from discovery to purchase.
2025 Silver ADDY Winning Website2025 Gold ADDY Winning campaign
Website DesignAs the digital centerpiece of the campaign, the website needed to do more than showcase a refreshed brand—it had to educate, build trust, and convert. I led the UI design for Primal's first e-commerce experience, crafting a journey that simplified a complex category through thoughtful information architecture, purposeful storytelling, and a seamless path to purchase.
Raw feeding is inherently tactile, so I looked for opportunities to make the ingredients the hero. Rich photography of raw meats, fruits, and vegetables celebrates the freshness and vitality of the products, while a more restrained use of the brand's earthy palette keeps the experience grounded without feeling overly rustic. To balance that warmth, I paired the visuals with confident typography, structured layouts, and refined UI components that reinforce Primal's foundation in scientific research and nutritional expertise.
