Nulo Case Study

Elevating a beloved brand’s digital home

Rapidly growing pet food company Nulo has an excellent reputation, a loyal fan base and a brand that stands out on shelves. But with aspirations of becoming the digital leader in pet food, their out-of-date website couldn’t meet the needs of their vision. Springbox created a digital strategy to set them apart from the competition.
case study main




Digital Leadership Road Map

Consumer Product Website



Nulo's digital presence didn't match their digital aspirations.
After a competitive brand audit and research deep-dive, Springbox identified the website as the first step on the path to digital leadership. At the time, it couldn’t keep up with their often-changing product offerings, didn’t serve its customers' needs and also fell flat in telling their inspiring brand story. Our research showed that winning mobile search was necessary because it was the biggest indicator of purchase intent — but with more than 400 SKUs, funneling users to the right products would be tough.

What We Did

Brand audit
Technical audit
Market analysis
UX strategy
Content strategy
Web optimized branding
Taxonomy strategy
Content production
Responsive web design and development


A site built on nutrition, love and a flexible CMS
A robust content strategy laid out a plan to lead with the brand story, weaving it through every page, and then drive users to the right products via a food finder quiz. And in order to create the best mobile search experience, we optimized for Google AMP, allowing each page to be just as beautiful as it was high performing. The end result is a dynamic website with a flexible CMS that performs at lightning speed — the first step on the path to digital leadership.



mobile optimization score


increase in direct traffic


increase in referral traffic

"We’re excited about becoming a digital leader in the pet food category and really appreciate Springbox’s partnership in helping us get there."
Michael Landa
CEO, Nulo

Have a question or want to learn more about the work we did for Nulo? Get in touch.