WEBBOX NATURALS

The Challenge.

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Webbox Naturals had lost its way. A well-loved sub-brand from Pets Choice, it had recently undergone a packaging refresh, but it wasn’t working. Sales were falling, listings were dropping, and retailers were starting to lose confidence. We were brought in for a brutally honest second opinion. Our verdict was that the brand looked plant-based when it wasn’t. Not only that, but the on-pack hierarchy made navigation near-impossible and customers couldn’t even tell dog food from cat food at a glance. It was time to rework the design system from the ground up and rebuild trust with both pet owners and retailers.

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Our Approach.

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We started with clear, strategic thinking. Rather than one-size-fits-all packaging, we designed separate experiences for cat and dog owners, reflecting how each group shops. For dog products, we focused on health and nutrition. For cats – famously fussy – we dialled up flavour, texture and taste appeal.

A muted colour palette brought calm to shelves and supported clear segmentation by species, flavour and life stage. We restructured the information hierarchy for better navigation and made product benefits more prominent. Ingredient illustrations and food photography brought appetite appeal, while the brand line “Joy from nose to tail, naturally” moved front and centre to reassert Webbox’s ethos.

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The Impact.

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Webbox Naturals is back where it belongs – on shelves nationwide, and in the good books of retailers. The rebrand restored confidence and set the tone for a longer-term partnership with Pets Choice, who’ve since trusted us to help evolve their wider brand portfolio, proving that honesty, clarity and a bit of category nous can go a long way.