Werewolf Food is a family-run dog food company based in Northern Ireland that brings big energy and big flavour to pet nutrition. With bold branding, playful copy, and a unique voice, the brand sets itself apart by offering vet-approved, hypoallergenic dog food made from human-grade protein. We began working with Werewolf Food on a key new feature: the ability for customers to build their own variety pack directly on a product page. That collaboration kicked off a growing relationship, with Invisible Building supporting UX enhancements, custom video content, and technical upgrades across the site.
The Problem
Werewolf Food needed to add functionality that allowed customers to mix and match different 2kg bags of dog food into a single, flexible bundle. The challenge was creating a simple, intuitive experience without relying on separate product pages or complex cart logic. They also wanted to elevate customer support content with bespoke video tutorials to reflect their brand tone and personality — not just generic help docs.
The Solution
We built a “Build Your Variety Pack” feature directly into the Shopify product page, allowing customers to select multiple flavours and variants in a single smooth flow — using custom dropdown logic and dynamic pricing. The UX was kept clean, mobile-first, and visually aligned with Werewolf Food’s friendly, dog-loving tone. In addition to this, we produced a series of FAQ videos tailored to their site and social channels, helping customers easily manage subscriptions and account settings. These videos were designed from Werewolf’s own mockups and brought to life in a style that matched their playfully serious approach to nutrition.
The Results
The variety pack functionality led to increased product bundling and a noticeable uplift in conversion and average order value. Customers appreciated the smoother shopping journey, and the Werewolf Food team were able to step away from manual workarounds or apps. The FAQ videos added clarity and charm to the post-purchase experience, helping to reduce support tickets while reinforcing brand trust and loyalty.
““Invisible Building provided technical support with our product landing pages. As an e-commerce business it’s vital this works effectively for our customers. David came onboard to help provide a technical solution to allow customers to ‘build their own variety pack.’ While a technically complex task, David managed to create a really user-friendly solution. The functionality and look/feel is excellent and has undoubtedly helped business sales of the resulting products.””
