LYX is not just a brand new product, it’s a brand new product category. After researching warrior dog health in the military, our client (Dylan Jones) discovered that most dogs are not sufficiently hydrated. Even when they drink water, they rarely drink enough. So, he created and rigorously tested a flavored electrolyte powder mix that makes water taste like chicken or beef, enticing dogs to get fully hydrated.
The Mission
Name and brand a new product line that balances the hard science of canine hydration with the unforgettable playfulness we associate with our four-legged family members.
A Little Background
LYX is not just a brand new product, it’s a brand new product category. After researching warrior dog health in the military, our client (Dylan Jones) discovered that most dogs are not sufficiently hydrated. Even when they drink water, they rarely drink enough. So, he created and rigorously tested a flavored electrolyte powder mix that makes water taste like chicken or beef, enticing dogs to get fully hydrated.
The Mission
Name and brand a new product line that balances the hard science of canine hydration with the unforgettable playfulness we associate with our four-legged family members.
Insight
The current generation of pet parents are extremely choosy about the products their dogs consume. A pet-focused supplement has to present the hard science in a delightfully digestible way.
That’s why we created our “Hydralicious” positioning, combining the science of deep hydration with the delicious crave-worthy flavor in every pack of LYX.
From fonts, to headlines, to hyper-saturated colors, to hilarious back-of-pack copy - every branding element carries our playful, relatable, energetic, and slightly mischievous personality.
We designed LYX’s science diagrams to be fun and easy for pet parents to understand, while showing just how important full hydration is. Using simple visuals and playful storytelling—like a molecule that spells out “WOOF”—we made the science approachable and engaging. It’s all about showing how LYX makes hydration something dogs actually enjoy.
We designed LYX’s science diagrams to be fun and easy for pet parents to understand, while showing just how important full hydration is. Using simple visuals and playful storytelling—like a molecule that spells out “WOOF”—we made the science approachable and engaging. It’s all about showing how LYX makes hydration something dogs actually enjoy.
Dog-vertising
We couldn’t just do standard out of home advertising for LYX. So, we invented “Dog-vertising.” The rule is simple – we place physical ads no more than two feet off the ground, making sure we are always eye-level with the average pet. We also sprayed our posters with chicken-flavor LYX ensuring that dog naturally gravitate towards the ads, further directing their human’s attention.
