Bonnodog
Bonnodog is an Australian fresh dog food brand owned and operated by Pet Circle, one of Australia’s leading online pet retailers. Bonnodog reflects Pet Circle’s push into premium, fresh pet nutrition, offering gently cooked, high quality meals made from predominantly Australian ingredients. They focus on simplifying pet nutrition by delivering a more convenient, trustworthy feeding experience for modern dog owners.
Pet Circle approached us to design and build the Bonnodog website from the ground up, supporting the launch of their new direct-to-consumer fresh dog food brand. The brief called for a standalone, premium frontend experience that could sit on top of Pet Circle’s existing commerce, identity, subscription, and fulfilment infrastructure.
Working within the Pet Circle mono-repo, we designed and developed a new Next.js frontend, including a personalised feeding wizard, marketing pages, and reskinned checkout, subscription, and account flows. The project balanced brand differentiation with platform efficiency; leveraging existing systems while introducing Bonnodog’s unique design language. This resulted in a scalable frontend that integrates seamlessly with the broader Pet Circle ecosystem.
Pet Circle needed to launch a premium, highly personalised D2C brand within an ecosystem designed for broad e-commerce, requiring more flexible storytelling, tailored user journeys, and simplified delivery of complex feeding logic. We addressed these challenges by rethinking the frontend experience as a dedicated layer, purpose-built for conversion and personalisation.
A guided feeding wizard was developed to translate nutritional complexity into a clear recommendation flow, while custom UI patterns and content structures elevated the brand across marketing and transactional touchpoints. Existing systems were extended rather than replaced, allowing us to introduce tailored interactions, filtered data views, and Bonnodog-specific logic without compromising platform stability.
The result is a high-performing, conversion-focused digital experience that brings the Bonnodog brand to life while seamlessly integrating with Pet Circle’s existing platform. The personalised feeding journey simplifies complex decisions for customers, improving engagement and confidence at key decision points. By balancing customisation with reuse of core systems, the solution delivers speed, scalability, and operational efficiency whilst providing a strong foundation for ongoing optimisation, new features, and future growth of the Bonnodog brand.
