Case overview
Veterinarian Dr. Will Maginness partnered with Pet Biz Creatives to establish the brand strategy and develop the website for his new pet food brand. The vision was to deliver a premium, personalised shopping experience, with tailored meal plans designed to meet each dog’s unique lifestyle and dietary needs.
Image credit: © Dr. Will Maginness, 2025
The Brief
Dr. Will sought a professional, clean, and premium brand identity that reflected his passion for dogs and highlighted the quality of his lightly cooked dog meals. The branding needed to immediately inspire trust, emphasising the premium ingredients and meats used in the recipes.
Additionally, the website had to be:
- modern
- mobile responsive
- provide a seamless shopping experience
A key feature was the development of a tailored “meal plan quiz” to deliver personalised recipe recommendations for pet parents.
Our Approach
To focus on establishing credibility and trust by highlighting Dr. Will’s veterinary expertise and farming background. The branding would need to be professional and refined, avoiding unnecessary embellishments while showcasing the brand’s legitimacy and premium positioning.
For the website, we would prioritise transparency and education, emphasising the individual health benefits of each premium ingredient, the shared ethical values of any suppliers and partners, and the brand’s traceable manufacturing processes.
This would ensure that every element of the user experience reinforced the brand’s authenticity and commitment to quality.
Image credit: © Dr. Will Maginness, 2025
The Results
Our team supported the naming and branding development for 5 Hounds by Dr. Will, selecting an elegant sans-serif font and a soft pastel palette that inspires trust and credibility. Each earthy shade in the palette represents a recipe in the range, further facilitating a warm, natural brand aesthetic.
The responsive website delivers in-depth information and education through engaging infographics and interactive content, whilst to elevate the shopping experience, we implemented a personalised meal plan quiz.
This feature allows pet parents to create a tailored feeding plan based on their dog’s dietary needs, with the option to subscribe to a “full bowl” or “half bowl” plan.
9.5%
Decrease in bounce rate
22.5%
Increase in average session duration
130%
More page views
I couldn’t recommend Pet Biz more! Their team has been instrumental in helping me aim high in the ever-evolving world of pet food. Under the exceptional leadership of Tarryn and Erin, they’ve provided unwavering support and expert guidance, playing a crucial role in shaping key decisions for my business. I’m deeply grateful for their dedication and expertise, and I look forward to many more successful milestones ahead. Thank you for everything you do team <3
- DR. Will, founder of 5 hounds by dr will
