DNA My Dog

Connecting the Dots

Agency: Zulu Alpha Kilo


To celebrate National Pet Day DNA My Dog, a leading canine genetic testing company, has announced their new brand identity. The full rebrand shows how genetic science can lead to greater understanding and deeper bonds.

Since launch, DNA My Dog has been on a mission to empower pet parents with the knowledge to provide the best possible care. The new brand identity system, developed by Zulu Alpha Kilo, connects the dots between a dog’s genetics and their unique physical, behavioural and emotional needs.

“We believe there’s so much that we can learn about dogs through genetics,” said DNA My Dog founder and CEO Mindy Tenenbaum, who was inspired to launch the brand from her work with shelter organizations. “We know that when dogs can communicate those needs to new pet parents that can lead to better care.”

The new identity is based on a system of dots, representing the foundational pieces of genetic information. The redesigned logo of a friendly dog is made up of five proportional dots, which symbolize the code that makes up a dog's unique DNA. Bright primary colors and playful photography introduce the emotional side of pet ownership, while a quirky and energetic voice removes intimidation from genetic science.

"We wanted to create a brand that reinforces scientific credibility while reflecting the deep love found within pet owners' relationships," said Chief Design Officer, Stephanie Yung. "The result is a design system that balances the technical authority of genetic science with the playful and quirky nature of our dogs."

The entire testing experience has been reimagined to make it easier for pet parents to understand their dogs' genetic information and use it to improve their care. For example, the multi-page instruction manual was simplified into six easy steps integrated into the packaging, while the e-Commerce store and user portal were redesigned to help customers connect their dog's results to tips for diet, activities, mental stimulation, and care.

"As we celebrate National Puppy Day we’re reminded of the powerful bond between dogs and people.” said Mindy Tenenbaum. “We're excited for the potential of genetics to continue strengthening those bonds.”

This professional campaign titled 'Connecting the Dots' was published in Canada in April, 2023. It was created for the brand: DNA My Dog, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Pets industry and contains 1 media asset. It was submitted 6 months ago.


Client: DNA My Dog
Agency: Zulu Alpha Kilo
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
Art Director: Dejan Djuric
Associate Creative Director / Copywriter: Christina Roche
Copywriter: Shelagh Moore
Account Team: Jessica Hill, Cosmo Haskard
Planning Team: Spencer MacEachern, Heather Segal
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

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