Creating two unique characters

To kick off the design process, we carried out a brand workshop to define the Claude + Clarence voice and general visual direction. The aim of the brand was to be friendly, approachable and well-informed – a brand you can trust. To get this message across, we decided to go back to Fanatic’s roots with illustration, and created two entirely original characters, Claude the dog and Clarence the cat.

We created a suite of illustrations for each character to be used across all forms of collateral, including the packaging, website and social media.

JD Pets
JD Pets

Website Design

Website Design

How could we make the site stand out from a crowded marketplace?

With the brand in place we moved onto designing a website with eCommerce functionality, including a subscription system. The user journey needed to be clear from first click to checkout, and the visuals needed to be engaging and eye-catching.

How could we make the site stand out from a crowded marketplace?
How could we make the site stand out from a crowded marketplace?

Bespoke WordPress Development

Using custom-built features for a unique user experience

We were determined to create a seamless and intuitive shopping experience for customers. This involved harnessing a wide range of technical skills and knowledge, but also incorporating a high level of bespoke development work to make the site even smoother for users.

Here are some of the tasks we carried out:

– Created a custom search functionality to utilise static search page results

– Integrated with an external orders platform

– Implemented a multistage registration process with 2FA

– Created a bespoke user dashboard for tracking and management of orders and subscriptions, reward points and account details

– Extended the WooCommerce subscriptions package to offer variable subscriptions with custom frontend selection functionality


Content Creation


Web content, wellbeing articles and social media

Our Digital Marketing team wrote a number of informative articles for the Wellbeing section of the website. This involved wide-ranging and comprehensive keyword research to identify topics and questions that pet owners frequently search and want to know more about. We then wrote well-researched, clear and understanding articles to help users get the best answers to their queries.

We were also asked to create content for the new Claude + Clarence Facebook and Instagram pages. We utilised the Design team’s brilliant illustrations alongside some conversational, refreshing copy to establish the brand voice.

JD Pets
JD Pets