CASE STUDY

Wolfie

About

Website design for raw dog food producer Wolfie.

Role

UX/UI + Website Design

Challenge

Wolfie is a raw dog food company serving customers across the UK and Ireland, known for its authentic, natural approach and refined brand presence. As a new business, Wolfie did not yet have a digital presence to support its launch and help users understand and engage with its offering. In addition to a website, Wolfie needed a user-friendly questionnaire to guide dog owners toward the most suitable meal plan for their pets.

The challenge was to create a clear, engaging online experience that reflects Wolfie’s wilderness-inspired identity and makes it simple for users to explore natural feeding options and determine the best plan for their dog. The design needed to balance character with clarity to build trust and support informed decisions.

Solution

I led the project end-to-end, starting with research into the raw dog food category and user needs. Based on this insight, I designed a website that speaks to Wolfie’s quality and character while guiding users through key information with ease. The visual direction draws on natural, wilderness-inspired themes to reflect the brand’s ethos, with considered layout and typography that prioritise readability and trust.

A core component of the experience is the meal plan questionnaire, integrated directly into the Wolfie homepage to support users in finding the right feeding approach for their dog. The questionnaire design is simple, intuitive and encourages exploration without feeling overwhelming.

The result is a cohesive, accessible digital presence that aligns with Wolfie’s values, supports user needs and sets the brand up for growth in a competitive category.

Laptop displaying four color-varied packaged products labeled Wild Pheasant, Wild Game Mix, Wild Venison, and Wild Duck, on a piece of dark, rough stone against a plain light gray background.
Two smartphones floating against a plain background, one displaying content about raw dog food with icons and text, the other showing an app interface for wild duck dog food with a 'Find out more' button.
Four packs of Wilson golf balls, each with different colored packaging: green, yellow, maroon, and blue, arranged in a fan shape against a beige background.
A silver laptop with a black keyboard on a light green surface, displaying a website featuring a black dog running through water with the text 'Wildly nourishing'.

Projects

  • A smartphone displaying a web design app called DesDeck on a large rock, with a background of other rocks and natural outdoor setting.

    DesDeck platform

    UX • UI

    See It
  • A silver bottle of Genaura LeVagen+ Smart Face Serum stands in front of a matching yellow box on a light-colored surface.

    Genaura

    Brand Identity • Branding • Packaging Design • Website Design

    See It
  • Business card and a navy blue card with the text 'Ultimate Library' placed on a white perforated surface.

    Ultimate Library

    Website • UX • Brand Identity

    See It
  • Two smartphones displaying an art website called Freddy Paske, featuring colorful paintings of wildlife on a blurred green background with plants.

    Freddy Paske

    Website • UX

    See It
  • A computer monitor displaying a website about hotels, placed on a stone with a minimalist background.

    Oetker Collection Boutique

    Website • UX

    See It
  • A navy blue insulated water bottle with a flip cap and a loop handle, featuring the white text 'DESDECK' and a wave logo.

    DesDeck brand

    Branding • Website

    Click Here
  • A smiling young woman in a yellow hoodie holding a smartphone and making a peace sign, with the word "LEBARA" in white text on a blue background.

    Lebara

    Social Media • Graphic Design

    See It