Concept store. Pet, Fremantle
A concept store for a dog brand that makes a subscription feel as easy as a pat.
The brief
Good Kelpie is a fictional Fremantle pet brand, designed by Laneway Commerce as a concept store. It is not a real client. The imagined brief: a small team selling treats, walk gear and beds wants the store to feel as cheerful as its dogs, and to turn one-off treat buyers into monthly subscribers without nagging them.
Cheerful without being childish
A yellow and cobalt palette with rounded type gives the store energy, while the layout stays plain. Prices, sizes and ingredients sit where buyers look for them. The hero is a split layout so a big happy dog and the main call to action share the first screen.
Product cards show the size options up front. Dog owners know their dog's weight, so the size guide sits inside the product page, not on a separate page.
A treat box that is easy to leave
The Treat Box is a monthly subscription built with Shopify Subscriptions. Customers pick a dog size, skip a month or cancel from their account, with no email required. Easy exits build trust, and trust is what keeps a subscriber.
One-off buyers see a gentle subscribe and save prompt on treat pages. Selling plans carry the discount, so the product price stays clean for everyone else.
Australian specifics
Prices include GST. Small parcels go by Australia Post, and heavy items such as beds by StarTrack. Shipping is priced by zone from a Perth dispatch point. Afterpay and Zip appear on the beds, the most expensive items.
Pet food has to be labelled honestly, so each treat page lists ingredients and a guaranteed analysis. Read more on pet stores, or see how apps and integrations fit together.
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