2024 Winner

DNA My Dog aims to empower pet parents with actionable insights about their dogs’ unique needs through simplified genetic science. It recently worked with Zulu Alpha Kilo on a comprehensive rebrand, encompassing everything from identity and e-commerce to the testing process and packaging. Genetic testing, while valuable, often seems complex to consumers. DNA My Dog positioned itself as a relationship builder, translating genetic insights into user-friendly advice that strengthens the bond
between pet parents and dogs.

The new identity centres around the playful but scientific concept of “connecting the dots” of a dog’s genetics to their needs. The logo features a friendly dog made up of five proportional dots, symbolized each dog’s unique genetic code. Bright colours and engaging photography conveys the emotional aspects of pet ownership, while simplified packaging and instructional materials enhance understanding. The rebrand impacted consumer perceptions, with increased trust (+8%), perceived premium quality (+9%), simplicity (+10%) and caring attitude toward dogs (+7%).
Purchase likelihood also rose by 6%.

Credits

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