project overview

Hairytales Petfood needed a new website that better represented their brand and made shopping simple for pet parents. The existing New Zealand site was cluttered, outdated
and difficult to navigate. With only three core product categories, the goal was to create a clean, modern experience that feels trustworthy, premium and easy to use across all devices.

Simplify the experience

Make it easy for pet parents to find what they need.

Build trust

Reflect quality, care,
reliability through design.

Make shopping effortless

Streamline the journey
from discovery to checkout.

the challenge

Outdated. Crowded.
Not user friendly.

The original website was crowded, visually overwhelming and
outdated. With three product categories, the layout felt cluttered
and made it difficult for customers to browse and find what they needed.

The goal was to create a clean, modern experience that reflects
the quality of the products and makes shopping simple and enjoyable.

Outdated design

Crowded layout

Poor visual hierarchy

Limited mobile optimisation

Didn't reflect the premium quality

my creative approach

Understand

Researched Hairytales Petfood, their customers and the pet food market in Australia. Analysed competitors to identify opportunities to stand out and build trust.

Explore

Created mood boards, chose a warm, natural visual direction and refined the brand feel.

Wireframe

Mapped out key pages and user flows to create a simple, intuitive structure that makes browsing and shopping effortless.

Prototype

Built an interactive prototype to test the shopping experience, navigation and mobile performance.

Design

Delivered a clean, modern website with premium feel that reflects the quality of the products and supportsHairytales’ growth.

website walkthrough

Homepage

The homepage introduced Hairytales through warm lifestyle imagery and a clean minimal layout that reflects the premium quality of the brand. The hero immediately highlights the key value proposition, while the three product categories allow customers to browse naturally without unnecessary complexity.

Shop

The shop was designed to make browsing products simple an intuitive through a clean, organised layout. Clear product cards highlight essential information, while individual product pages provide detailed descriptions, imagery and recommendations to help customers make informed purchasing decisions. By minimising visual clutter and maintaining consistent navigation, the shopping experience feels effortless from product discovery through to checkout.

About Us

The About page was designed to build trust by sharing the story behind the Hairytales brand and its commitment to natural, premium nutrition. A combination of lifestyle photography, thoughtful content and spacious layouts creates a warm, authentic experience, while highlighting the brand’s values, New Zealand origins and freeze-dried process in a way that feels engaging and easy to read.

Contact

The Contact page was designed to make it easy for customers to reach Hairytales with questions or enquiries. A simple enquiry form, clear contact information adn an uncluttered layout keep the focus on communication, while consistent branding and clean spacing create a welcoming experience that feels approachable and easy to use.

responsive design

Designed to feel seamless across desktop, tablet, and mobile, the layout adapts without losing the clean, premium look of the brand.

Takeaways

The redesign transformed Hairytales Petfoodnto a cleaner, more modern eCommerce experience that feels trustworthy, easy to use, and aligned with the quality of the products. By improving structure, hierarchy and mobile usability, the website now supports a smoother shopping journey for pet parents.

Hairytales

Outdated. Crowded.Not user friendly.

Takeaways

Other Projects

Outdated. Crowded.
Not user friendly.