Pet Science, Personalized
Purina approached us with an new goal: to reposition themselves in the premium pet food space with Just Right, a personalized, science-backed subscription product. Unlike their traditional lines, this offering demanded a new kind id digital experience. — one that could earn trust, communicate credibility, and guide customers through a highly personal decision-making process. They had the science. They had the product. What they lacked was a customer-facing ecosystem that could bring it all to life.
OUR STRATEGY
Establishing Visual Direction
We knew this wasn’t just about designing a web app — it was about shaping how a legacy brand could move into personalization and higher-end positioning. To succeed, the design needed to do three things:
1. Establish trust by making the science accessible and credible.
2. Humanize personalization so pet parents felt seen, not sold to.
3. Scale consistently across platforms, ensuring the experience was as smooth on mobile as it was on web.
We rooted our approach in user research, brand values, and behavioral insights, ensuring every design decision mapped back to those strategic imperatives.
Concept Two - Fun Variety
Concept Three - Pet Connection
Concept One - Nutrition Expert
UI Kit + Design System
We developed a scalable design system that enabled consistency across mobile and web, while dramatically accelerating developer handoff. This wasn’t just a toolkit — it was the foundation for a new way Purina could build digital experiences going forward.
ILLUSTRATION & UI MOTION
Prototype
We focused on the centerpiece of the experience: a custom pet food quiz. The prototype proved out the critical flows, validating how personalization could feel both intuitive and trustworthy.
DATA VISUALIZATIONS
Web App Design
Our designs balanced Purina’s scientific authority with a warmer, more personable tone. Clean layouts, clear typography, and carefully considered motion brought a sense of confidence without losing the emotional connection pet parents crave.
The Outcome
the project served as a proof of concept for how Purina could stretch beyond its established identity. It demonstrated how digital design could:Position a legacy brand as an innovator in personalization.Translate complex science into an approachable customer journey.Create scalable systems that empower future product launches.For Hunter Design, this project wasn’t about a single product. It was about showing how strategy-led design can reshape the perception of a global brand.
Incora’s innovative approach to women’s health was recognized as one of Fast Company’s 2025 Innovation by Design Awards honorees in the Health & Wellness category.
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