Premium, in a category that reaches for cute.
RUMI Dogs makes wellness supplements for dogs. The brief was a brand with genuine luxury credentials, and a site built to sell it.
Dogs are a serious category.
Founded by Thara de Ridder, whose background is scaling high-growth e-commerce brands.
Pet wellness is a large, fast-growing market served almost entirely by brands that reach for cute: rounded type, primary colours, a cartoon dog. It works at the value end. It caps you there too.
The brief was to build RUMI to the standard we would give a beauty house, and to do it with a nine-figure ambition in mind from the first decision rather than retrofitted later.
Warmth, held to a standard.
Photography that treats the dog as the subject.
Built around the four objections that decide the sale.
A fully custom design, not a theme with the colours swapped.
A supplement for a dog is bought by a person who is sceptical, and who is buying on behalf of someone who cannot tell them whether it worked. So the page is not a catalogue. It is structured around the four things a buyer needs answered before they will commit: what is in it, whether it is safe, how long until anything changes, and what happens if it does not.
Around that spine sits the commercial architecture the category expects: a subscribe-and-save module, per-day pricing, plan comparison, ingredient breakdown, a timeline of what to expect, and the guarantee stated plainly rather than buried.
Positioning is easier to build than to retrofit.
A brand that starts premium can move down later. One that starts cheap almost never moves up, because the customer it recruited will not follow.
RUMI was built at the standard it intends to trade at. Our founder continues to consult directly with theirs on the growth plan.
