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Good Boy take the Lead with a Stunning New Website

October 8, 2018

The Brief & Vision:

After successfully completing the Wafcol website for Armitage Pet Care, we partnered with pet treat leaders, Good Boy, to create a new website.

The Good Boy brand had never had a website before, with the domain redirecting through to the main Armitage website, so this was a huge opportunity to give Good Boy its own web presence and online identity.

Their main aims were to:

  • Position Good Boy as a leading pet brand.
  • Encourage users to browse the products on offer, find out more about them, leave reviews and purchase products.
  • Inspire users to engage with Good Boy online and get involved with the brand to build a community of like-minded customers.
  • Help showcase the fun, trustworthiness, credibility and friendliness of the brand and team behind Good Boy.

Good Boy Blog

About Good Boy:

Good Boy has over 50 years’ experience in providing tasty, healthy treats and toys for man’s best friend. As part of the Armitage brand, they have been awarded a Royal Warrant and been nominated in ASDA’s innovation awards.

Good Boy strives to provide the best-tasting treats and most exciting toys for dogs on the market. They care about the quality of their products and are all about providing a fun brand in a sea of more serious dog treat and food brands.

Good Boy products are widespread and available at all major retail chains including Morrison, Sainsbury’s, Tesco, Asda, Pets at Home, Waitrose and other well-known pet stores.

Good Boy Availability

What We Did:

We spent a lot of time working with the team to produce an exciting user experience (UX). This ensured the website was engaging, clear and allowed users to easily find all the information they needed. This involved a series of wireframe and UX workshops, to help better understand the different types of user journey through the website, and touch-points of the user’s journey.

Using the brand style set by Pure360, we worked alongside their creative team to produce the full website designs – which compliments the existing brand packaging and provides continuity from the website through to products.

The website uses a range of icons and illustrations (designed by Pure360) to showcase the product range and provide that fun and quirky element intrinsic in the brand.

The site has a range of key features, which makes them stand out from the competition, such as:

Advice Hub: To encourage users to engage with the Good Boy brand online, we created an Advice Hub, which will allow users to view articles answering all the questions that a dog owner may have.

Where to Buy: As Good Boy products are available in a range of supermarkets and pet stores across the UK, it was important to demonstrate this on the website. To this end, we created a ‘Where to Buy’ page which shows the range of stores, as well as allowing the user to click on a particular supplier and view the full range available to them.

Search: We developed a unique search for the Good Boy website, where the user can either search the site by a keyword or search by a particular product category, helping the user tailor their experience and save time.

The website was built using WordPress CMS and allows the team at Good Boy to edit and manage the website with ease.

Good Boy eStore

What They Said:

“We’re incredibly happy with the end result of the BRAND NEW Good Boy website. The site is everything we hoped for when it comes to portraying the Good Boy brand; it’s fun, colourful and the user experience makes our, sometimes complicated, brand easy to understand and navigate. The feedback we have received so far has been extremely positive and we cannot wait to dominate the world of dog online!” – Aimee Nash, Junior Product Manager, Armitage Pet Care

Take a Look:

Intrigued? Have a look at their brand new site now or check out our other work to see what Fifteen is doing for brands big and small.




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