Redefining cat food: crafting the most delightful brand and user experience for cats and their humans

^{A key challenge in acquiring users was to continue to encourage the shift from in-store and platform purchases to a subscription model. Communicating the value of both the product and the subscription was crucial to driving this behavioural change. A major attraction of the subscription was the personalised meal plan, which required us to find seamless ways to gather cat profile information without overwhelming users. To highlight the value, we focused on educating cat owners about the benefits of healthier, premium-quality cat food, despite its higher cost.}

We started an ambitious project to redesign their digital experience but after our initial discovery workshops, we learnt that there was more to understand about their customers and brand before we could progress.

Working closely with the Blink management team we defined their customers, vision, business goals and brand aspirations for the business. This with some landscape research gave us a good view of our knowledge gaps.

We involved Pattrn and Blink’s development teams early in the process to align on expectations and the best practice ways of working.

Entering into the research and definition phase we iteratively repositioned the brand through a series of workshops and customer interviews to find out the visual and tonal attributes that made the brand feel delightful. This early definition gave us the foundations to redefine the brand’s visual direction and tone of voice.



Once established we began to design, prototype, test and iterate the core mobile user journey across the acquisition, e-commerce and account management screens. In our second phase, we improved the journey but focussed more on how delightful we could make the experience.



Our final phase brought our work into production where we created production ready handover files and prototypes where Pattrn’s development team delivered the acquisition website and Blink’s development team delivered the ecommerce and account management application.

We defined the business vision, objectives, and key results while defining customer archetypes and their jobs to be done. Through in-depth customer interviews, we gained valuable insights into Blink’s brand positioning, understanding subscription expectations, pain points and needs.

We designed a personalised meal plan flow tailored to a cat family’s needs, and introduced delightful moments across the website and app experience.

We created an account management experience, that gives the user full control over their subscription with features like clear pausing / cancelling anytime, updating their meal plan and updating their cats profiles.

With a clear vision in place, we set the acceptance criteria for for the most delightful brand in cat food subscription. We refreshed the brand with updated colours, typography, graphics, and product imagery, ensuring every element aligned with the new direction. Collaborating closely with Blink’s photography studio, we art-directed a series of lifestyle and product shots that aligned to their new brand direction. Alongside the visual updates, we redefined the tone of voice, value proposition, and UX writing to bring their voice in line with the new brand positioning.

We created the new Blink design system, bringing continuity and scale to their website and web applications. Through prototyping, testing, and iteration, we refined the core subscription flow to be seamless and delightful to use. With a mobile-first approach, we crafted responsive designs and introduced delightful moments throughout the website and app experience.

Pattrn designed and built the acquisition pages using the low-code tool Webflow. We handed over the e-commerce and account management screens to Blink’s development partners, providing detailed technical documentation and interaction guidance. Throughout the project, Pattrn played a central role in managing the program, by helping to facilitate collaboration with Blink and their partners.