Gourmet Paws
Fresh meals your dog actually deserves.
Walk the live store
Hit launch — we'll mount the real Gourmet Paws site inside this browser. Click around. If the brand blocks framing, we'll hand you the live URL.
Step inside the live store
Vet-approved
Human-grade meals personalised by quiz
What we walked into
Fresh dog food is a category where price objections are constant. The site had to do more than sell — it had to make a premium price feel obvious, even inevitable. Every meal is human-grade, calorically complete, vet-approved, free of preservatives, and shipped frozen across Gauteng and the Western Cape.
We led with a meal-plan builder that asks a few quick questions about breed, weight, activity and dietary needs, then outputs a personalised plan built around recipes like 'Chicken Licking GOOD' and 'Beefed UP'. By the time the visitor sees the price, they've already imagined their dog eating it — and they can still shop direct without a subscription if they want.
The Challenge
A fresh-food-for-dogs subscription competing with kibble incumbents and emotive American brands needed positioning premium enough to justify a price tag pet parents would happily defend.
Our Move
Warm-luxury identity — italic serif accent, hero golden-hour photography, meal-plan builder, vet-approved trust micro-cards.
Subscription-first build with a personalised meal-plan builder, recurring billing, and a content engine for vet partnerships and ingredient stories.
Process
How Gourmet Paws actually went from kickoff to live.
Brand Positioning
Warm-luxury aesthetic — italic serif accents, golden-hour photography, the visual cues of a premium grocer rather than a pet-shop.
Meal-Plan Builder
Quiz that profiles the dog (breed, weight, activity, dietary needs) and outputs a personalised plan with a price the visitor already has skin in.
Subscription Engine
Recurring billing wired to the meal plan with skip / pause / swap UX baked in for retention — plus a no-subscription direct-shop path for one-off buyers.
Trust System
Vet-approved badges, human-grade ingredient transparency, recipe cards (Chicken Licking GOOD, Beefed UP) and frozen-delivery logistics across Gauteng + Western Cape as first-class UI.
Retention Email
Klaviyo flows on first-order, re-order reminders, plan changes and dog-birthday campaigns.
Under the hood
What it shipped
+62%
Indicative quiz-to-subscribe rate
Human-grade
Vet-approved meal positioning
2 regions
Frozen delivery: Gauteng + Western Cape
<8%
Indicative subscription churn
Some metrics shown are indicative client results and benchmarks for this case study format — final figures may vary per engagement and reporting window.
Premium aesthetic that justifies premium pricing — a brand that pet parents want to be seen buying, with a meal-plan funnel that locks in recurring revenue.
Common questions
About Gourmet Paws, the build and what we'd ship again.
Also serving: fresh dog food South Africa · premium dog food subscription · vet-approved dog meals · personalised pet meal plan
Your next move should feel impossible to ignore.
Twelve fast questions. No spam, no forms-from-2014. By the time you're done, we'll already know how to help.
Reach Us Directly
Prefer to skip the form? Drop us a line — a real human responds within one business day.
Response Time
Under 1 business day
Most enquiries get a reply within 24 hours.
What kind of move are we making?
Pick the closest fit — we'll tailor the rest