Goju Shots
When Goju realised they needed a team to elevate their brand and increase online sales, they reached out to Backbone. They wanted a website that would grow their brand but, most importantly, they wanted a website that stood out from other competitors.
Dog Years: Building a brand from the ground up
Branding & CommunicationsWebsite Development
Job type
- Branding
- Marketing Strategy
- Packaging
- Website Design
- Website Development
- Meta Advertising
- Email Automation
Concerned with the deterioration of their dog’s health, brothers Jack and Gus developed a nutritious dog supplement to support mobility and restore some of that puppy energy. As an end-to-end Backbone project, we supported Dog Years every step of the way from branding to packaging.
Who are they?
Growing up on a farm in Christchurch, brothers Jack and Gus spent their lives surrounded by dogs. Having witnessed their beloved boxer Billie struggle with hip dysplasia, they started to think about what they could do to prevent other dogs (and their pet parents) from going through the same thing. By looking at their dogs’ diet, they developed nutritious supplements designed to restore your dog’s best years.
Where were they when they met us?
Dog Years came to us at the very start of their venture. Since we had worked with Jack before, they knew that Backbone could deliver. Jack and Gus had a great product but they needed help getting it off the ground. They wanted to develop their entire brand including the name, packaging, and website in just ten weeks. As dog parents ourselves, we fell in love with this product and the story behind it. That’s why we rose up to the challenge.
What we did
We worked with Dog Years to build their brand, develop packaging, and create a custom-made website that connected with the target audience.
As Dog Years already had a great product, our job was to ensure that the branding and website reinforced that. Drawing from Jack and Gus’ childhood and the inspiration behind their business, we started by creating a compelling brand story. When it came to the design process, the aim was to create a global look that highlighted the product’s New Zealand roots and premium ingredients.
To showcase the product’s nutritional value, we wanted to keep the packaging minimal with an understated font. The product packaging incorporates a silhouette of Mount Cook with a small dog. It is designed to be colourful and eye-catching so that it stands out from other competitors on the supermarket shelf.
The packaging features a sleek, clean design with a gold film. It is available in three sizes, each presented in an innovative tin. The tin is sealed from the bottom and encased to preserve the supplements’ freshness. As we always try to add an element of surprise and delight to our design, the lid features a playful message to reinforce the product’s value.
The website’s design was carefully crafted to complement the product’s packaging. The clean, natural look of the website echoes the product’s nutritional value with a white colour scheme to convey a sense of purity. We also developed a dynamic product page with detailed information, engaging visuals, and interactive elements.
The brand concept for Dog Years balances the clinical with the playful, presenting a product that could easily be associated with the expertise of a vet while remaining approachable and engaging for consumers.
The Outcome
In less than 90 days since launching the brand, Dog Years was well on it’s way to becoming an eCom success story. The product has been well-received by consumers and has outperformed many other e-commerce brands we’ve worked with.
The entire branding and building process was focused on reinforcing the genuine quality of this product. By ensuring that the packaging, website, and overall experience matched the product’s premium nature, we developed a brand people could resonate with. As a testament to its quality, our dog Neo can’t get enough of it.
Feedback
We asked the owners what they had to say about working with Backbone, here’s what they had to say.
Building Jumping Goat’s New Shopify Website
Website Development
Job type
- Website Design
- Shopify Devleopment
- Klaviyo
- Graphic Design
With a growing customer base and a big vision, Jumping Goat needed a scalable Shopify website to break into international markets and expand their product line. When their Squarespace site no longer matched their ambitions, they reached out to us to help them make the switch and accelerate their growth.
Who are they?
Jumping Goat is the ultimate connoisseur of coffee liquor, blending pure New Zealand vodka with organic coffee to create a premium and unique product. Our partnership with Jumping Goat dates back several years when we first launched their Squarespace website. They have since experienced phenomenal growth and needed a new platform to help them expand globally.
Where were they when they met us?
While Squarespace is excellent for startups seeking cost-effective solutions, it can only take a business so far. As Jumping Goat’s customer base grew and sales surged, they wanted to enter new international markets and diversify their product line. That’s where we came in. We transitioned them from Squarespace to Shopify, ensuring a seamless scale-up to support their expanding needs.
What we did
To meet Jumping Goat’s evolving needs, we built a Shopify website and set them up with a custom Klaviyo design. We started with comprehensive market and competitor research to align the design with Jumping Goat’s vision. We also worked on a new range of designs that better communicated the essence of the brand.
Using the Dawn theme on Shopify, we created a cohesive design, beginning with the home page. To support Jumping Goat’s goal of scaling, we integrated a third-party logistics (3PL) system and introduced them to our logistics partner in Auckland.
Unique website features
The new website featured dynamic elements like scrolling text, text overlays on product images, and a stockist locator to enhance the user experience. An interactive ‘Our Story’ page with a scrolling timeline and embedded videos brought the brand’s journey to life, while a customer review section using the Judge Me app added social proof. We also used Metafields on the product page to include ingredients, shipping information, and a product description.
To meet legal requirements for alcohol brands, we built a custom function in the back end of the store so that customers from other countries could only view non-alcoholic products. This feature could then be switched off as the company expands into new regions. Another feature specific to alcohol related brands is the age gate in the shopping cart which prompts customers to verify their age before making a purchase.
Our design ensured the website was fully responsive, providing an optimal experience across mobile devices, desktops, and tablets. Not only does it look great but we also made sure the website was 100% editable, empowering Jumping Goat to manage their content with ease.
The outcome
Jumping Goat’s new website is a vibrant, high-performing digital storefront that captures the essence of the brand. Our creative content and innovative features have positioned them for sustained growth and international expansion. By choosing Backbone, Jumping Goat received a unique, custom-built Shopify website that enhances their brand identity and drives conversions.
Clover Ferments – From humble beginnings to seven-figure success
Clover Ferments is a leading brand in nourishing tonics, born from the owner’s personal desire to help her daughter overcome food sensitivities. Using anaerobic fermentation, the team developed a unique product with a small customer base. When it was time to expand, we worked with them to craft a compelling brand story and a high-converting website.
Website Development
Our Services
Website Development
This is a short summary that should give a broad overview of what Backbone did to assist this client. We should aim for it to be around 2-3 lines within the loop item. This should be 175-200 characters.
Using platforms like WordPress, Shopify, and Laravel+VueJS, we build engaging, SEO-optimized websites that showcase your brand and drive outstanding performance.
Our Approach
Developing a website for us is akin to making a blockbuster movie.
We consider every minor detail, from the screenplay (website’s layout) to the visual effects (UI/UX) and the climax (conversion rate).
To direct this blockbuster, we utilize our strategic approach, creativity, and technical expertise.
We start by understanding your business, audience, and goals.
We then create an engaging, user-friendly, and SEO-optimized website that beautifully showcases your brand and effectively communicates your message.
Our team uses a variety of platforms from WordPress to Shopify to Laravel+VueJS, tailoring our approach based on your needs.
We ensure that your website not only looks great but also performs exceptionally well, making it a masterpiece in the eyes of both users and search engines.
WordPress Development
Creating user-friendly, feature-rich websites on WordPress.
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Webflow Development
Leveraging Webflow to design responsive, visually stunning websites.
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Craft CMS Development
elivering high-quality, manageable websites on Craft CMS.
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Shopify Development
Building functional, beautiful e-commerce stores on Shopify.
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How we deliver
Our website development blends strategy, creativity, and tech, to build an engaging website that performs.
Website Upgrade Time?
We don’t just stick to the basics
Website development is a strategic, creative, and technical process for us.
First, we develop an understanding of your business, its goals, and your target audience.
This understanding helps us design a website that truly represents your brand and resonates with your audience.
Next, we create a strategic plan outlining the site’s structure, layout, and functionalities.
This plan serves as a blueprint for our developers.
Once the plan is in place, our creative and technical teams get to work.
We ensure each website aligns with your business goals, communicates your message effectively, and delivers a memorable user experience.
Why Good Websites Matter
Why It Matters
A website is the online representation of your business.
It’s the first thing potential customers see when they look for your products or services online.
Hence, a well-designed and developed website is crucial for businesses in this digital era.
A user-friendly and SEO-optimized website can attract more visitors, enhance user engagement, and increase conversion rates.
Moreover, your website is a platform where you can showcase your brand, its values, and what sets it apart from the competition.
A professionally developed website not only enhances your online presence but also builds credibility for your brand, potentially leading to increased customer trust and business growth.
Go deep on our past projects
New Shopify Website
Jumping Goat’s new website is a vibrant, high-performing digital storefront that captures the essence of the brand. Our creative content and innovative features have positioned them for sustained growth and international expansion. By choosing Backbone, Jumping Goat received a unique, custom-built Shopify website that enhances their brand identity and drives conversions.
- Learn more about this service
From humble beginnings to seven-figure success
Clover Ferments received a bespoke website that propelled their growth across New Zealand. With 29k followers on Facebook and rapidly increasing sales, they’re on track to hit over a million dollars by the end of the year. The website also has an average conversion rate of 7.5% and works flawlessly on all devices.
- Learn more about this service
From ruff beginnings to Auckland’s premier doggy daycare
When K9 Heaven signed up for our Virtual Marketing Department, we took a deep dive into rebranding the business. The result was a comprehensive strategy that included a brand-new, user-friendly website, implementing marketing automation, and launching targeted campaigns.
- Learn more about this service
What our clients are saying
The Art of Surfing
I knew I needed an agency to help me because I run the business by myself so I wanted people I could bounce ideas off and were experts in their area. Backbone resonated with me because I felt like they understood me and my product and could support me in my vision.
Matt Scorringe
Founder
K9 Heaven
While it’s difficult to directly attribute revenue across the business, Backbone has been instrumental and played a pivotal role in us blowing up revenue.
Auckland Doggy Daycare
K9 Heaven
When we acquired the business, it had been trading for 17 years with a terrible website and poor marketing – doing circa $1.2m revenue at its peak. The website had a terrible layout and was almost impossible to understand and figure out how to navigate as a customer. The new website has helped us massively improve our Google ranking across our core keywords. Not only is it designed amazingly to fit the brand, but it is also navigationally easy.
Oliver Such
Managing Director
Website build, print labels + brand refresh
We’ve been on such a journey with the Backbone team! From our first labeling job to redeveloping the entire brand and website. They’ve really been Goju’s best friend when it comes to building our business and navigating the complicated world of marketing.
Belle Hartles
Owner and Founder
How we scaled Onefarm's business in 2025
Website build, print labels + brand refresh
I’ve had so much fun working with Backbone. They have listened and understood the needs specific to my business. They have always been incredibly solution focussed. I have always felt they make time for me and my questions.
Jack Silvester
Managing director
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