Overview
Halo Pets is a Tampa-based premium pet nutrition brand founded in 1986. With 30+ years of science-backed formulations, a commitment to whole meats over meat meals, and distribution through Whole Foods, Petco, Sprouts, Chewy, and Amazon, Halo is one of the most established names in natural pet food. Their range spans dry food, wet food, freeze-dried raw treats, toppers, and supplements — organised around four wellness pillars: sleep, hydration, gut, and brain.
The Challenge
Premium pet food is one of the most emotionally charged purchase categories. Pet owners want to know exactly what's in the food, where it comes from, and why it's worth paying more. Halo's 30-year track record is a powerful differentiator, but the store wasn't surfacing that credibility efficiently — ingredient transparency was buried, and the product range's breadth was creating navigation friction rather than confidence.
Our Approach
We restructured the store around trust and transparency. The brand's founding story, veterinary partnerships, and whole-ingredient commitment were brought to the forefront of the homepage and product pages — not hidden in an about page. The "whole meat, never meat meal" positioning was used as a consistent thread across the entire store.
Product navigation was reorganised by pet, life stage, and health goal — simplifying discovery without reducing the range. The subscription and bundle experience was surfaced earlier to drive recurring revenue, and the freeze-dried raw line was positioned as a premium entry point for new customers.
What We Delivered
Custom Shopify theme design and development
Ingredient transparency and brand heritage homepage layout
Navigation restructure by pet type, life stage, and health goal
Subscription and bundle flow optimisation
Mobile-first responsive build
Speed and performance optimisation
