Full wag energy: how Natural Vetcare brought their brand to life

Natural Vetcare has been on shelves for 15 years. But for most of that time, it lived quietly in the background. A brand that worked, but one that never quite reflected the quality of the science behind it. That changed at Crufts 2026, where the team launched a full rebrand alongside a completely rebuilt Shopify store.

We sat down with Lizzy Nicholson, D2C Manager at Global Supplements (Natural Vetcare's parent business), to talk about why the rebrand happened, what it took to get there, and where the brand is heading next.

40 years of animal nutrition. A dog brand ready for its moment.

Global Supplements has been working in animal nutrition for over 4 decades - primarily in equine. Natural Vetcare is the dog brand sitting under that umbrella, and a couple of years ago, the team decided it was time to take it seriously.

"We've worked with our vets and our nutritionists to look at what real dog owners are looking for, what products are out in the market, and what new ingredients can we bring to the market", says Lizzy.

The main focus is getting the best ingredients, at the right levels, with formulations designed to support every dog through every stage of life.

The result is a range of 9 products with more in development. Best-in-class formulations, vet-led credentials and a brand that finally matches the ambition behind it.

A brand ready for its next chapter

The decision to rebrand wasn't dramatic; it was a natural next step. The formulations needed refreshing, and the brand's look and feel didn't yet reflect the quality and ambition behind the products.

"Our brand was a little bit tired. Our formulations weren't up to where we wanted them to be," says Lizzy. "We wanted to look at the formulations and alongside that make sure we had a fun brand, great packaging that people would be proud to put on their shelves, and didn't want to just hide in the corner."

Crucially, the team didn't want the rebrand to lean into the clinical, vet-led aesthetic that dominates the category. They wanted something that felt fun, warm and genuinely connectable, while still carrying the credibility of being vet-formulated.

“Best of both worlds”, as Lizzy puts it.

Why did they choose Squashed Pixel?

Lizzy didn't come to Squashed Pixel by accident. She'd worked with agencies before through Global Supplements' existing Shopify store, so she knew what the process looked like, and she knew what she was looking for this time around.

"For Natural Vetcare, I wanted someone who could be a little bit more agile, a little bit more fun. From my first meeting with Tom, I just felt a lot of trust and confidence that he could understand the vision. Being dog owners themselves, they knew where we were coming from."

Meeting Claire later sealed it. The communication was easy, the flexibility was there, and perhaps most importantly, Tom could take Lizzy's vision (including, by her own admission, some fairly "crazy ideas") and translate them into something consistent across the whole web platform.

That ability to get the vision, not just execute a brief, is what made the difference.

A site built around real dogs

The new naturalvetcare.co.uk is bold, bright and deliberately joyful. Big colours, fun graphics and a brand personality that doesn't take itself too seriously, even if the science behind the products absolutely does.

We asked Lizzy what she's most excited about with the new rebrand/new site, and she didn’t hesitate: the Subscribe & Save page. It showcases the real dogs that have been trialling Natural Vetcare products behind the scenes for the past year. Actual subscribers, with actual results.

"Being able to bring their individual personalities to life in a kind of dating profile format was just the most fun," she says. "I think it will help real owners translate when they see stories of other dogs and how our products have supported them."

Beyond that, the site puts ingredients front and centre. Each product highlights the key ingredients with symbols, bringing the science to the surface in a way that's accessible rather than overwhelming.

Launched at Crufts. More to come.

The new brand and site went live at Crufts, and the reception has been strong. 9 products are now live, with 2 or 3 more in development and testing.

The plan is simple: keep the range growing, keep the community growing and use the new site as a genuine engagement tool, not just a shop.

"We'd love to hear from our customers about what they're looking for and how we can support them," says Lizzy.

For a brand that's been quietly doing the work for 15 years, it feels like the moment it's finally ready to be seen.

Why not take a look at the new Natural Vetcare site: naturalvetcare.co.uk