Building a pet wellness made for e-commerce
A new digital home for Jolie Pet Supplements, transforming an established pet wellness product into a focused, scalable direct-to-consumer brand.
About
Jolie Pet Supplements is a pet wellness brand built around making daily supplementation simpler for dog owners. Its flagship 10-in-1 supplement combines clinically backed ingredients into one daily scoop designed to support mobility, digestion, skin and coat health, heart health, immunity, and overall wellness.
With a focus on clean ingredients, convenience, and long-term health, Jolie gives pet parents an easier way to support their dogs through every stage of life.
The challenge
Jolie’s supplement originally lived within Dogs Reformed, a broader business that served multiple areas of the pet industry. While the existing website supported the wider organization, it wasn’t designed to give the supplement its own distinct identity or create a dedicated direct-to-consumer shopping experience.
As the product grew, Jolie needed a standalone digital presence that could clearly communicate its value, educate customers on its ingredients and benefits, and make purchasing online simple.
The challenge was to evolve an existing product into a focused e-commerce brand without losing the credibility and customer trust already built through Dogs Reformed.
Objectives
The goal was to create a dedicated e-commerce website that could establish Jolie as its own recognizable pet wellness brand while giving customers a seamless path from product discovery to purchase.
The new experience needed to clearly communicate the benefits behind Jolie’s 10-in-1 formula, make more complex ingredient information approachable, and build confidence in the product.
Beyond the initial purchase, the site also needed to create a foundation for repeat revenue through subscriptions, loyalty and referral programs, while supporting Jolie’s continued growth across online, retail, and partner channels.
The website and e-commerce strategy
We built Jolie a dedicated digital storefront centred around one clear proposition: One Scoop. Ten Benefits.
Rather than simply presenting a supplement for sale, the site creates an educational journey around the product. Benefits including mobility, digestion, skin and coat health, heart health, and immune support are translated into easy-to-understand content, while deeper ingredient education gives customers the information they need to make a confident purchase.
The experience was designed around conversion from the start, with prominent Shop and Subscribe pathways, social proof, product education, and repeated calls to action throughout the customer journey.
The new ecosystem also extends beyond one-time purchases, incorporating subscriptions, loyalty and referral programs, influencer and affiliate opportunities, and visibility into online and in-store retail availability.
The outcome
The launch gave Jolie something it previously didn’t have: a digital experience built specifically around the supplement business.
Instead of competing for attention alongside the broader Dogs Reformed offering, Jolie now has a focused brand and e-commerce destination designed to take customers from awareness and education through to purchase and retention.
The new website creates clearer product positioning, simplifies a multi-benefit formula into an approachable customer story, and gives the brand a stronger foundation for direct-to-consumer growth.
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Why it worked
The Jolie website brings brand, education, and commerce together in one focused experience.
By separating the supplement offering from the broader Dogs Reformed business, we were able to give Jolie a clearer identity and build the customer journey specifically around how people research and purchase pet wellness products.
Strong benefit-led messaging makes the product easy to understand, ingredient education builds confidence, and strategically placed shopping and subscription pathways reduce friction between consideration and purchase.
The result is more than a new website. It’s a scalable e-commerce foundation designed to turn Jolie from a product within a broader business into a standalone pet wellness brand.