Because Every
Animal Deserves
to Thrive

Through our collaborative brand discovery exercise, we can build the foundation for your brand dashboard, a clear and actionable roadmap for all your branding efforts. The discovery exercise sets the foundation for us to deliver on the goals described in your RFP: defining core consumer segments, analyzing their attitudes toward pet health, identifying emotional drivers for purchase and clarifying how Probios fits into their decision-making.

Scope covered from RFP

• Define core consumer segments, behaviors and needs
• Analyze attitudes toward pet health, supplements and probiotics 
• Identify emotional drivers and functional triggers for purchase 
• Clarify how Probios fits into their routines and decision-making 
• Develop the purpose and promise of the brand 
• Differentiate from competitors
• Ensure relevance across species (dog, cat, horse, livestock), with emphasis on companion animals
• Define personality

Our goal is to give your team a practical, flexible tool for all communication. We achieve this through a dedicated messaging workshop that produces a comprehensive messaging matrix. This matrix establishes a tiered messaging system, defining core brand-level pillars like "The Science of Digestive Wellness" and supporting them with specific, evidence-based proof points and product claims.

A critical step in this process is creating a "science-to-story" guide. We'll simplify complex scientific concepts into compelling, easy-to-understand language. This is a unique capability we bring to the table, because our team includes specialists with highly specific backgrounds, such as an employee-owner with a PhD in animal science and years of experience in livestock nutrition, reproduction, immunology and physiology. We have deep industry intelligence in the companion pet space, led by our VP of Industry Intelligence & Leadership, as well as unparalleled personal knowledge of the cattle industry from employee-owners with deep agricultural backgrounds and collective experience on major equine brands like Zinpro and W.F. Young.

This diverse expertise is critical because it allows us to develop a strategy that won't alienate your existing, loyal equine and livestock audiences while expanding the appeal to the audience of today's health-conscious pet owners.

Scope covered from RFP

• Create brand-level messaging pillars and proof points 
• Develop a flexible messaging matrix for packaging 
• Simplify scientific concepts for consumer comprehension and impact 

A successful brand refresh begins with a strong brand mark, a universal symbol whose quality directly influences the consumer's perception of your product. Because packaging is often the final point of connection before a purchase, your brand mark must be expertly crafted to elevate the product and foster trust. We'll begin by refreshing your existing mark and elevating your color palette and iconography. By developing these key elements within the packaging design first, we'll create a timeless symbol and a powerful visual foundation that strategically informs the rest of the brand ecosystem.

Our phased approach will make packaging the creative catalyst for the entire Probios brand's visual language. We'll make this process highly collaborative and conceptual, focusing on 4-5 key product forms (e.g., gel, powder, tablet, chewable). The conceptual look and messaging we define for these products will then serve as the strategic and creative blueprint for your graphic designer to build out for every SKU in your brand ecosystem.

Scope covered from RFP

• Refine or evolve visual elements (logo, color palette, iconography) 
• Ensure visual cohesion across SKUs and product lines 
• Provide packaging layout direction for better shelf impact and comprehension
• Packaging: Clear benefit communication, simplified science, elevated design cues

The strategic foundation we’ll establish in 2025 is designed to be a launchpad for sustained brand growth, not a one-time project. Our goal is to ensure the momentum we build doesn't slow down as we enter the beginning months of 2026.

To achieve this, we will proactively plan for Phase 2 by the end of 2025. This will be a collaborative effort, using the strategic insights and creative groundwork from Phase 1 to inform our next steps. We will hold a dedicated planning session with your team, where the brand dashboard will serve as our central reference point.

This meeting will focus on translating our strategy into a clear, actionable plan for executing the remaining scope of work. We’ll prioritize key initiatives, establish a timeline and define the necessary resources and success metrics to ensure a seamless transition and continuous brand elevation.

We do more than "define" your consumer: we build a deep, empathic understanding of them. This begins with a consumer insights workshop. During this session, we facilitate a series of exercises to:

• Create Detailed Consumer Personas :: Based on initial research and your team's existing knowledge, we will collaboratively build profiles of your core consumer segments. We’ll go beyond demographics to include their attitudes, behaviors, goals and pain points related to pet health.
• Map the Consumer Journey :: We will visually chart the path your consumers take, from initial awareness to purchase and advocacy. This includes identifying key touchpoints, questions they have at each stage, and the emotional and functional triggers that lead to a decision.

This process ensures we identify not just who they are but why they make the choices they do.

Scope covered from RFP

• Map the consumer journey from awareness to advocacy 

A brand’s voice is its personality. We will run a verbal identity workshop to define the specific human traits of the Probios brand. During this workshop, we will:

• Conduct Persona Exercises :: We will use exercises like "If Probios were a person, who would it be?" to uncover the brand's key personality traits (e.g., knowledgeable, caring, approachable).
• Establish Voice Guidelines :: We will codify these traits into a clear tone of voice guide. This guide will include "Do's and Don'ts," example sentences and a specific vocabulary to use (and avoid) to ensure all communications sound consistently like Probios.
• Provide Channel-Specific Nuances :: We will provide recommendations on how the voice can be subtly adjusted for different channels, more friendly and empathetic on social media, more authoritative and educational on a veterinary-facing page, but always rooted in the same core identity.

Scope covered from RFP

• Define personality traits of the brand voice (e.g., trustworthy, caring, informed)
• Establish voice guidelines for consumer-facing content 
• Provide tone recommendations by channel (e.g., website, social, packaging)

This phase is about translating the new strategy into a cohesive, impactful visual language. Our process includes:

• Visual Audit :: We will start with an audit of the current Probios brand and key competitors to identify opportunities and gaps in the visual landscape.
• Visual Language Workshop :: Informed by the conceptual packaging work from Phase 1, we will present carefully curated mood boards and visual inspiration. This will align our teams on a cohesive aesthetic that will then be extended across the entire visual ecosystem.
• Develop Visual Identity Guide :: We will produce a comprehensive style guide that includes rules for logo usage, a defined color palette (primary, secondary and accent colors), typography hierarchy and an iconography system. It will also include principles for packaging layout direction to improve shelf impact and benefit communication.

Scope covered from RFP

• Align all brand touchpoints with consumer strategy and emotional cues 

We will bring the brand to life through a clear creative vision. This phase includes:

• Creative Concept Development :: We will define a clear creative concept that is emotionally resonant and visually distinctive.
• Image Style Guide :: We will create a detailed guide that includes examples of desired imagery. This guide will outline the preferred style of photography, natural lighting, authentic interactions and clean composition, to ensure all future visual assets are consistent and reflective of the brand’s new story.
• Application to Key Touchpoints :: We will provide strategic recommendations and mockups of how the new creative direction and photography style, informed by the updated packaging, can be applied to key brand touchpoints like online media, website hero images and retail displays.

Scope covered from RFP

• Define the overarching creative concept: clean, honest, emotionally uplifting and grounded in wellness
• Provide visual inspiration boards to align on mood, tone and differentiation 
• Recommend creative expressions across key brand touchpoints:
  • Website/digital: Friendly UX, clean visuals, wellness-focused storytelling
  • Retail displays: Shelf-stopping design, ingredient cues, trust-building messaging
  • Photography: Tone, composition and subjects

We have the capabilities to carry this work to full execution, including managing all production and technology costs. However, we can also collaborate with your team to define specific roles and responsibilities based on your in-house capabilities.