Primal Pet FoodsPrimal Pet Foods came to us following a comprehensive brand refresh, ready to bring that same clarity and confidence to its digital experience. Alongside a new visual identity, the website needed to evolve into the brand's first e-commerce platform—educating pet parents about raw feeding while creating a seamless path to purchase. My role as UI designer was to strike the balance between approachability and authority, making an unfamiliar category feel both inspiring and trustworthy.
designRaw 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.
