Industry
Pet Food
Client
Year
2025
Blue Buffalo launched a new fresh dog food line, Love Made Fresh, at the end of 2025. It was their first foray into fresh food, so their needs for the product launch were complex:
Introduce new product line
Educate consumers about the benefits of fresh dog food
Differentiate from fresh dog food competitors by encouraging mixed feeding (no "kibble shaming")
Expand their brand identity to appeal to younger audiences, including Millennials and Gen Z
Our team created a "scrollytelling" module for the top of the page that hit all four of Blue's requests in a fun and engaging format. With html-based micro-animations and interactive features throughout the section, cutsomers could engage at their own pace. We also sprinkled in shortcut buttons to skip the scroll for any returning users.
Cody Mrozka was the copywriter for this section. I worked closely with him, creating art that matched the story of pets as our babies. Blue Buffalo provided very limited assets for this product, so I developed a system of iconography and a type treatment based on the few key images they provided. I designed and filled out the story with stock imagery, and concepted how it would animate and interact.
The Blue team provided a very lean brand kit, with just four dog photos, product renders, and one heart icon. To round out the page, I created custom icons that fit into the same design system as the provided heart.
To further personalize the pet parent experience, our team designed a custom feeding app for pet parents to easily know how much Love Made Fresh to purchase. Our UX lead Dino Zhong handled the layout of the experience and I handled the art. We included 3 key features that met Blue Buffalo's goals and differentiated from other fresh competitors:
A fresh vs dry pie chart to emphasize mixed feeding
Clear serving sizes for each product option to guide purchasing needs
Personalized product recommendations that highlighted additional Blue Buffalo products
Additional modules I designed conveyed relevant information in a fun way. The main shopping module would change both the image and the "Shop now" link to direct customers to the product they selected. It gave a elevated look and feel and allowed us to highlight the product offerings for a small SKU list.
I also designed a clickable module to highlight the nutritional value of Love Made fresh. The animation kept it engaging while meeting Blue's goal of educating consumers about the new product line.
Ellie Summerford
BX Associate Manager, Cat Feeding
Blue Buffalo
