2024 Winner

CASE SUMMARY

“DNA My Dog” had a credibility problem. While they have helped thousands of pet parents better understand their dog’s needs through genetic testing, they regularly heard from customers who questioned the validity of their results. As one of their scientists described the situation: “Some people think they just throw a dart at a dartboard.”

Research revealed a gap between the quality of the brand and the quality of the test. Customers variously described the brand as looking like "UPS”, “something you could buy in CVS” or, “early 2000s Microsoft mixed with Home Depot.”

Next to slick, well-funded competitors, “DNA MY Dog” faced the real risk of permanently becoming the ‘discount’ DNA test. Their task was no less than a total redesign of the brand experience. From social to e-Commerce, packaging to results, they reimagined every touchpoint to reinforce that “DNA My Dog” is the most credible choice for people who love their dogs.

Genetic testing has the potential to transform care (for pets and people). But the complexity of the science can feel intimidating or confusing. The result is test-takers rejecting results they don’t understand.

Unfortunately, their packaging didn’t help. Customers reported feeling let down by the outdated design, which influenced their perceptions of test quality. And the six pages of jargon-heavy instructions left them anxious that they had even completed it properly.

They realized “DNA My Dog” had a more important role than providers of genetic information. Their job was connecting the dots to turn genetic science into easy-to-understand guidance for pet parents to build deeper, more trusting bonds with their dog. And that started with the packaging.

To communicate this role in a playful but scientifically credible way, they arrived at a ridiculously simple idea: dots. “DNA My Dog” connects the dots of a dog’s genetics to their unique physical, behavioural, and emotional needs to create a deeper bond between pet parents and their pets.

They built the new identity around a pattern of dots representing the foundational pieces of information in genetic sequencing. The redesigned logo of a friendly dog is made up of five proportional dots, symbolizing a dog’s unique genetic code. They also introduced bright primary colours, playful dog photography, and a quirky voice to bring in the emotional side of pet ownership.

The packaging was simplified to make it easier to navigate the test-taking process. Six pages of instructions became six simple steps integrated directly into the packaging. A set of custom instructional iconography made the process easier to follow. And playful, encouraging messages were added throughout (“Goodbye, itchies and scratchies”).

This redesign stretched across the entire product experience and shifted consumer perceptions of “DNA My Dog”. In research conducted on the rebrand, the new design was perceived as more trustworthy by more than 8%, more premium by more than 9%, simpler by more than 10%, and more caring about dogs by more than 7%.

The campaign also grew purchase likelihood. Consumers were 6% more likely to purchase a test from the new brand.

Credits

Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Design Officer: Stephanie Yung
Design Director / Designer: Dejan Djuric
Digital Design Director: Damian Simev
Designer: Ana-Marija Vlahovic
Creative Director: Jenny Luong
Associate Creative Director/Copywriter: Christina Roche
Art Director: Dejan Djuric
Copywriter: Shelagh Moore
Account Team: Jessica Hill, Cosmo Haskard
Strategic Directors: Spencer MacEachern, Heather Segal
Client: DNA My Dog
Clients: Mindy Tenenbaum, Brock Campbell, Jessica Newhook
Producers: Ola Stodulska, Teresa Bayley, Tracy Wightman, Sarah Lasch
Production Artist: Ashleigh O'Brien
Production House: Zulubot
Zulubot Producers: Ece Inan, Sarah Dayus, Amy Groll
Web Development: Jake Edwards, Gillian Black
Motion Graphics: Miguel Natividad
Photography: Off Leash Studios
Photographer: Kevin Sarasom
Packaging Photography: Shereen Mroueh
Photography Retoucher: Simon Tuckett