A Lively UI Refresh for an App that gets Tails Wagging
Turning walking your dog into Rewards
Biscuit is a rewards-based petcare app that encourages users to walk their dogs. Developed by Rocketmakers, the app needed to translate its energetic, engaging brand into a consistent, scalable product experience. I supported the UX team in implementing the brand into the app, extending the design language into new features and flows, and ensuring visual consistency throughout the development process.
Extending the Brand
he Biscuit brand already had a lively, movement-driven aesthetic, with bright colours and swooshing graphic elements. To build on this we translated these motifs into the product environment, using swooshes as section dividers, subtle UI animations, and visual motifs throughout the app and marketing site. We focused on maintaining a sense of fun and energy without becoming chaotic or overwhelming.
App Integration & Visual Enhancements
As new features were added during development, I worked with the team to ensure brand consistency across all screens. We wanted the app to feel joyful at every interaction, so I supported the creation of illustrations and icons to reinforce the sense of reward and motion. One key addition was the creation of custom badges to represent rewards beyond walking. The custom illustrations were created to ensure each achievement was valuable and visually distinct.
Extending to Web
In addition to the app, I designed Biscuit’s multi-page marketing site. The aim was to bring the same vibrancy and motion into a desktop experience. I adapted the swoosh elements as section transitions and supporting graphics, building a modular site that allowed for flexible storytelling and product promotion. The bright palette and 3D graphic treatments gave the site a lively, polished feel.
Styleguide & Support
To ensure the brand would remain consistent across all channels, I created a style guide covering usage across the app, website, promotional content, and social. This included guidance on typography, spacing, colour usage, and illustration treatment. With a growing user base and national attention, it was crucial that Biscuit’s visual identity remained consistent and scalable.
Brand in Action
Beyond the product, I also created assets for social media, advertisements, and blog headers. These visuals helped support Biscuit’s community-building efforts and promotional campaigns, creating a recognisable and unified presence across touchpoints.
Recognition
The Biscuit app saw major success post-launch:
200,000+ downloads on iOS and Android
60,000+ monthly active users
21,000+ daily active users
Biscuit was also named a finalist in the Best Mobile Technology category at the 2023 GoTech Awards and even featured on Good Morning Britain, gaining significant public attention.
Outcome
Biscuit Petcare now stands as a lively, consistent, and successful product, connecting pet owners through motion and motivation. From the product experience to public-facing content, every element of the brand was designed to support its mission: to make petcare more rewarding—for pets and their humans alike.