Leap Years™ Cellular Health System: Bringing Belief to Anti-Aging for Pets
Insights — 1/2/24
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Our challenge was to create a category-breaking, first-of-its-kind supplement brand for aging pets. Leap Years™ works at the cellular level, requiring two complimentary compounds taken over time. The first dose boosts the energy of new cells, while the second dose clears out the damaged (basically, aging) cells.
We had to overcome the skepticism of pet parents who’ve long hoped for such a supplement by diving deep into the science that could lead to such big functional and emotional benefits. Plus, we had to convince the clinical veterinary community to recommend it to their customers.
Competitive set
Visual creative briefing exercise
We started by defining a new category, a “Cellular Health System,” signaling the two parts of the supplement. Research with pet parents confirmed the importance of more energy, more engagement, and more vitality as the lead. To pay off the science of the Cellular Health System and connect with pet parents’ desires, we created an emotional tagline: “More life in your dog. More dog in your life.” Our category analysis illuminated the challenge of making the brand feel clinical enough to be trustworthy while standing out from brands that couldn’t offer the same results.
The brand voice and personality of the “Compassionate expert” allows the brand to lean into two distinct audiences: vets and pet parents. With a professional audience at vet clinics, the voice dials up the expertise and scientific detail, and for pet parents, the voice leads with compassion. While the category leads with clinical white packaging and semiotics, Leap Years™ leads with vibrant color layered with science-based, efficacy-first graphics and claims.
Early design concepts
The bold blue and graphic identity are now distinctive assets that signal vitality and continuous energy. The brand world celebrates happy dogs in motion, paired with the personal testimonies of pet parents and vets who have seen the results in action. Launched in 2023, Leap Years™ is growing in subscribers, fans, and testimonials in the real world.
