Redefining Oral Care for Cats with RYERCAT
Prelude
This case study highlights the strategic enhancement of Superior Care Pet’s digital storefront — a European pet wellness brand offering premium grooming products and veterinary-formulated supplements. The objective was to elevate content clarity, improve e-commerce functionality, and align storytelling with the brand’s science-backed yet emotionally driven mission.
Project Overview
RYERCAT is redefining feline dental care through a purpose-built e-commerce experience focused on education, empathy, and ease of use.
This case study explores the digital communication and messaging optimization of RYERCAT, a cat-only wellness brand offering a uniquely designed dual-sided toothbrush. With a mission to reduce preventable feline dental issues, the brand needed a site experience that could educate hesitant pet parents, highlight product innovation, and convert visitors through clarity, credibility, and emotional connection.
The project involved refining product storytelling, simplifying feature-benefit communication, and reinforcing trust through testimonials, expert quotes, and tutorial-based UX. The goal was to ensure that first-time buyers, often unaware of feline-specific dental needs, felt empowered to take action with confidence.
About the client
RYERCAT
Pet Wellness and Oral Care
Global (United States, Latin America, Europe)
RYERCAT is a feline-focused DTC brand offering a uniquely designed dual-sided toothbrush tailored for cats. Created by two cat lovers in Vancouver, the brand delivers practical, science-informed dental care solutions backed by empathy, education, and community trust. As demand grew across North America, RYERCAT required refined product messaging and UX copy that could support scale, improve clarity, and deepen customer confidence. With a mission to prevent painful and costly dental issues, the brand positions itself as a trusted partner in everyday cat care.
Target audience
The primary target audience for RYERCAT includes:
- Cat owners seeking practical, vet-informed dental care solutions
- Health-conscious pet parents focused on prevention and long-term wellness
- Eco-aware shoppers who value sustainable and cruelty-free products
- North American customers looking for trusted, cat-specific brands online
The platform is designed to provide a reassuring, educational, and conversion-ready experience that empowers pet owners to care for their cats confidently at home.
The Challenge
Clear Product Education
Platform Constraints
Trust-Building Through Content
Content-UX Alignment
Binary Future’s Involvement
Design Team
Frontend Developer
Backend Developer
Design and User Interface (UI)
Our design team developed a clean, emotionally resonant layout tailored to RYERCAT’s community-first brand identity. The UI emphasized clarity, approachability, and trust, featuring visual blocks for educational content, product benefits, and customer testimonials. Layout decisions prioritized easy navigation and mobile responsiveness, creating a seamless user journey from product discovery to checkout.
Frontend Developer
Our front-end developer customized the Shopify theme to support RYERCAT’s unique content needs, such as dual-purpose product highlights, ambassador program integrations, and scroll-based visual storytelling. The site was optimized for performance and mobile-first browsing behavior.
Backend Developer
On the backend, we ensured efficient content structuring and seamless integration of third-party tools like Klaviyo (email marketing), Judge.me (reviews), and Octane AI (product quizzes). We configured content blocks to scale with future product launches and refined Shopify’s native architecture to support flexible updates.
Video and Ambassador Integration
We aligned embedded tutorial videos and ambassador highlights with the brand’s conversion funnel. These elements were strategically placed to reinforce education, credibility, and emotional resonance — turning passive visitors into informed, confident customers.
Automation Triumph
We transformed RYERCAT’s product messaging into a benefit-led, emotionally resonant content system tailored for sceptical, first-time buyers. Through clear storytelling, educational structure, and trust-infused language, the site now communicates not just what the product is, but why it matters.
We built a modular, scalable voice system that supports future product lines, ambassador content, and educational resources without breaking flow or tone. The brand voice is now warm, informative, and empowering, perfectly aligned with the needs of cat parents who want to do better — but need guidance.
The result is a content experience that’s SEO-friendly, conversion-optimised, and genuinely helpful — one that builds trust, nurtures loyalty, and supports long-term customer engagement
Results
This content-led transformation positioned RYERCAT as a trusted leader in feline dental care, offering a warm, informative, and conversion-focused experience that resonates with a highly engaged community of modern cat owners.
Technology & Integrations
Recharge (Subscriptions)
Judge.me (Product Reviews)
Klaviyo (Email Marketing)
