The global pet supplements market is growing rapidly caused by several factors, such as the humanisation of animals and the recent effects of the COVID-19 pandemic. COVID-19 caused an increase in pet adoptions, and the surge in online demand has shaped new ways to market products directly to pet owners, creating an opening for smaller, innovative brands to rise and challenge the established pet food giants. We were given the opportunity to participate in developing an entirely new brand in this fast-growing market.

Ozloo is on a mission to make dogs healthier and happier, and with a range of veterinarian-formulated probiotic supplements, they strive to ensure optimum gut health and immunity for all kinds of dogs. The founder of Ozloo, used his extensive knowledge and experience from 30 years in the healthcare and infant nutrition industry, to create a product that was inspired by his love for dogs. The name Ozloo was in fact the name of his first dog, and the inspiration for the products emerged when the family dog was suffering from life-threatening gastrointestinal issues. The vet prescribed probiotics, which immediately had a positive response and restored the dog to his normal bouncy self. These events became the kick to start off his journey in creating the Ozloo brand.

Based on extensive market analysis, IDna Group developed a visual identity for the Ozloo brand. Throughout the design process, IDna focused on balancing the somewhat clinical look that ensures quality and safety on the one hand, with love for dogs on the other. IDna wanted to add this approach to the product category – to take it to the next level and show that it does not have to be either or – You can have both.

This new contemporary brand design and packaging design is unique for the category, and it is created to be sold online, direct-to-consumer. Hence, there was a need for a bold design that stands out from the crowd while helping in building a strong premium brand in a rapid-growing category.