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The Grufferties & Let Them Talk Beauty
Ireland’s first plant-based pet nutrition brand, Aldi-ready in six months.
At a glance
Client: Coastal Nutrients
Industry: FMCG | Pet Nutrition | E-Commerce
Services:
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Coastal Nutrients set out to reinvent pet wellness with a new range of plant-based supplements designed to support healthy coats, joints, and digestion across dogs, cats, and horses. With nothing but a concept and a breakthrough formula, they needed a partner to turn the idea into a market-ready brand — from shelf appeal to digital traction and retail credibility.
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Urban Brand Creative delivered full digital growth solutions — transforming a raw idea into a retail-ready ecosystem. From brand activation and packaging to a high-performance e-commerce store, investor pitch deck, and B2B collateral, we built every asset needed to launch, scale, and sell. Our integrated approach gave the founders the freedom to focus on operations while we shaped the brand, narrative, and go-to-market tools.
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A clean, confident, and consumer-friendly brand — built to compete on shelf and online. Coastal Nutrients secured an Aldi pitch within six months, expanded into Amazon and direct-to-consumer channels, and established a professional platform ready for retail partnerships and future growth.
Challenge
Breaking into the pet nutrition market meant competing with established global brands for shelf space and trust. Coastal Nutrients had to build credibility fast and educate consumers on plant-based nutrition — all while creating a brand that worked across retail, veterinary, and e-commerce channels.
Research & Discovery
We benchmarked leading pet nutrition and reseller brands across the UK & USA, revealing how powerful the emotional bond between owners and pets is — trust is everything. Every insight guided a brand that feels authentic, verified, and sustainable, while educating consumers on the benefits of plant-based nutrition.
Brand System
Inspired by Ireland’s coastline, the playful identity blends organic purity with maritime warmth. The emblem unites horse, dog, and fish in harmony, symbolising trust and care. Every detail was crafted to feel natural, credible, and loved by pet owners.
Visual Storytelling
Every image was designed to capture joy, trust, and connection — the bond between people, pets, and nature. Bright, natural tones and warm coastal light reflect the brand’s purity and care, turning every product touchpoint into a story of health, happiness, and love.
Responsive Design
Mobile-first e-commerce built on Squarespace — fast, intuitive, and integrated with social channels, gated assets, and investor portals. Designed for seamless navigation across devices, empowering both consumers and commercial partners to engage, connect, and grow.
Outcomes
“Working with UBC gave us clarity we didn’t have — and the confidence to launch.”
Laura & Des, share their Urban Brand Creative digital growth experience
“Working with Keith gave us the clarity, support, and direction we needed. He keeps me on my toes. He pulls me in. He kept building me up actually just giving me actually so much more confidence in myself. To share my experience and our new beauty platform.”
Our Work in Action
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