E-commerce · Animal nutrition · Poland
Animal Glow.
A feed additive store organised by animal, not by chemistry
Gempol Group produces feed additives in Poland under the Animal Glow name. Its buyers range from pet owners ordering a one-kilo pouch to farms ordering 500 kg big bags. The product names are long and technical, and most buyers know their animal far better than the active ingredient. The store had to work for both audiences at once: simple enough for a first order, serious enough for a wholesale enquiry, and consistent on every page and device.
- Online store
- Sitemap and wireframes
- Design system
- Brand elements
- Wholesale enquiry flow
- 404 & form states
Feed additives are hard to browse. A name like glutathione from Saccharomyces cerevisiae means little to a horse owner. Retail and wholesale buyers need different next steps from the same product. And a store with many templates drifts quickly without shared rules. We needed a structure that starts from the buyer's animal, a visible path to bulk orders, and a system that keeps every page consistent.
- 01 — Technical catalogue
Product names describe chemistry, while buyers look for what suits the animal they feed.
- 02 — Two buyers
A pet owner and a farm buyer land on the same page with very different orders in mind.
- 03 — Proof of quality
Certificates and production standards have to be visible before anyone adds to cart.
Structure before style
We mapped the full sitemap first: catalogue, animal groups, wholesale, about, contacts, account and cart. Then we wireframed the key pages in grey, desktop and mobile side by side. Placeholder blocks kept the discussion on order and hierarchy, not on photos. By the time colour arrived, every page already knew its job, and the path from home page to order was agreed.
Shop by animal
The catalogue opens with animal groups: all animal groups, horses, cats and dogs, plus raw materials such as egg shells and dried eggs. Each group gets its own page with a large photo and a short promise, then the products. Product cards keep the technical name but lead with weight, price plus VAT and one add-to-cart button. Package sizes, from 25 kg sacks to 500 kg big bags, are shown up front, so bulk buyers know they are in the right place.
Wholesale and proof up front
Wholesale is not hidden in the footer. It has its own menu item, its own section and an enquiry form that asks for product, weight and package type. Certificates get a dedicated block: Non-GMO verified and HACCP, each with a short plain-language explanation. We wanted a farm buyer to find terms and proof without calling first, and to get in touch the moment they were ready.
One kit, every state
The interface runs on a small design system: accent yellow and green, a neutral background scale, desktop and mobile type ramps, outline, filled and icon buttons. The same components cover the screens nobody shows in a pitch: the callback form, success and error messages, certificate pop-ups, and a 404 page fronted by a chicken. Each one sounds like the brand and points somewhere useful.
Gempol Group now has a store that serves both ends of its market. Pet owners browse by animal and order a pouch. Farms compare package sizes, check certificates and send a wholesale enquiry on the same site. Behind it sits a design system that gives the team one set of rules for new products, new animal groups and new pages.
- Online store with a catalogue by animal group
- Wholesale section and enquiry form
- Certificates block for Non-GMO and HACCP
- Design system for desktop and mobile
- Brand elements and icon set
- Form, success, error and 404 states
