DEFINING A NEW CATEGORY & BUILDING PREMIUM POSITIONING IN CANINE HEALTH

  • What we did:
  • Brand Experience & Communications
  • Brand Strategy & Identity

Client
Canine Vitality is a new dog supplement and functional care brand. Its ambition was to carve out a premium space in the crowded pet wellness sector, bridging veterinary science with real-world function, and targeting working, active and high-drive dogs without alienating wider premium pet owners.

Challenge
The pet wellness market is highly saturated, with most brands competing around lifestyle-driven claims. Performance-focused dogs—those who work, train and compete, remain underserved. The challenge was to define a brand strategy that would meet this unmet need, elevate credibility, and justify premium positioning.

Solution
Through market analysis and strategic insight, we positioned Canine Vitality at the intersection of veterinary science and canine performance. The brand strategy was built on evidence-based formulations, clinical credibility and purposeful design.

Key elements included:

  • Market positioning: Targeting high-performance, working and active dogs, while remaining aspirational and accessible to premium pet owners
  • Value proposition: Elevating pricing power through clinically backed formulations, not lifestyle gimmicks
  • Messaging & tone: Balancing scientific authority with warmth and relatability

Design direction: Modern, credible and premium — built to earn long-term trust.

Results
The new brand strategy enabled Canine Vitality to:

  • Define a clear niche in performance-driven canine health, with minimal direct competition
  • Justify premium pricing by anchoring value in clinically proven outcomes
  • Build trust with a high-value audience of informed, affluent dog owners
  • Create a scalable platform for future growth, including performance-focused events and the planned Canine Vitality Performance Showcase.