Animal Element

Creative Brief

Participants
Animal Element: Andy Dressler, Mark Kaylor
Facilitated by: David Mumm

Overview

What would you like us to do for you?
Animal Element wants a fully integrated rebrand that:

• Increases trust, recall, and purchase rates across retail and online channels

• Clarifies their product system and value proposition

• Makes the company look as professional as it performs

The scope includes identity, packaging, website, email marketing, and sales tools. The ultimate goal is a brand that “holds its own on the shelf,” performs across all media, and supports rapid growth—without overwhelming the team.

What is the definition of success for this project?

• 2–3× sales growth, primarily through higher retention and repeat purchases

• Product line presence at Tractor Supply, Chewy, and independent feed/tack shops

• DTC website that runs efficiently, requires little daily oversight, and builds the customer base

• Recognition and credibility: “You’ve heard of Animal Element”

Projects Include

• Logo refresh (keeping the current name/feel, but modernizing presentation)

• Business card, letterhead, envelope, greeting card (for context and use across operations)

• Email signature

• Hats, jackets, and shirts (embroidery-ready branding for owners, ambassadors, and customers)

• Fleet graphics for horse trailers and vehicles (must be recognizable at a glance)

• Website (custom CMS, not WordPress; easy admin panel; product and coupon flow; blog/video platform)

• Packaging (top 4 equine products + All-Creatures Daily Detox for dogs)

• Additional marketing, including:

  • Automated coupon/loyalty flows

  • Testimonial content (email, video, social)

  • Bounce-back offers

  • Dealer materials

Creative Considerations

Constraints & Preferences

• Packaging runs will range from ≈1,000 to 400,000 units, depending on product

• Long-run packaging is ideal to lock in value pricing for 2–3 years

• All systems must be easy to maintain without a marketing department

• No desire to manage WordPress or fussy updates

• Avoid “off-the-shelf” supplement look and “corporate vet” blue tones

Preferred aesthetics / color

• Muted modern tones: teal, aqua, olive, dark clay, slate, etc.

• Bright accent colors: orange, lime, red (to help with product differentiation)

• Packaging must feel cohesive as a system, but easy for staff to distinguish SKUs

Content development

• David’s team will write all final copy

• Photography & video will be sourced or commissioned (Animal Element is collecting testimonials and raw footage)

• No illustrator currently available; prefer photo-forward designs

Inspiration (to be provided)
Andy and Mark will send examples of branding, packaging, and websites they like. They’ve referenced a desire to look more modern and legitimate, while staying “real” and relatable to their customer base.

Decision-makers

• Andy has final approval

• Mark advises throughout and represents the voice of the team

Brand voice

• Friendly, professional, country-smart

• Avoids pretension and jargon

• Confident, grounded, and warm—less “clinical,” more “neighbor you trust with your horse”

Product Description

What are the products or services your business provides?
Animal Element makes equine and canine nutritional supplements that focus on whole-body daily wellness. Their products are based on natural ingredients like organic kelp, zeolite, enzymes, and amino acids—no fillers, no fluff.

Flagship Products

1. Detox

   • Core immune, digestive, and metabolic support

   • Made from zeolite and organic kelp (67 minerals)

   • Binds toxins, balances bloodwork, promotes nutrient absorption

   • ≈ $1.00/day

2. New Trac

   • Enzyme blend that improves feed efficiency by up to 30%

   • Encourages strong gut lining and immune response

   • Often cuts grain bill by 40–50%

   • ≈ $0.50/day

3. In the Zone (paste)

   • Pre-event calming supplement

   • Keeps horses alert and calm without sedation

   • Used in barrel racing, roping, and performance circles

4. Cissus (CQ)

   • Anti-inflammatory for joints, ligaments, and tendons

   • Natural post-injury recovery support

   • Contains 14 amino acids (vs. 8 in most competitor blends)

5. All-Creatures Daily Detox (Dogs)

   • Digestive and immune health for pets

   • Same principles as the horse line, sized for daily dog use

   • Used across species (dogs, goats, etc.)

What makes the products unique?

• Truly foundational supplements that simplify complex feeding programs

• Replace 5–7 tubs and reduce overall feed and vet costs

• High-end ingredients with no rice bran, soybean meal, or grain-based fillers

• Customers report noticeable results in 30–60 days

Describe the client experience

• Many clients start after frustration with mainstream brands

• See visual bloom: shiny coat, brighter eyes, improved movement

• Report cost savings, fewer colic cases, and long-term soundness

• Loyal customers often evangelize the product unprompted

Competition

Who is your competition?

• Platinum Performance

• MVP

• OE

• CEP

• SmartPak

• Zesterra (liquid)

• Boutique brands with high-cost joint blends

What makes you different?

• Simpler system (just 2–3 daily products)

• More effective ingredient stack

• Significantly lower cost to feed

• Strong performance results and loyal customer stories

• Anti-filler philosophy

• Internal knowledge and formulation—direct line to product team

What do your customers say about competitors?

• “Didn’t work.”

• Caused ulcers, loose stool, or behavior problems

• Too expensive for results

• Too complicated (multiple tubs, pills, pastes)

• Rely more on advertising than outcomes

Target Audience & Market Realities

Who is your primary audience?

• 95% female, primary age range 30–50

• Barrel racers, trail riders, pleasure competitors

• Middle-income, often balancing cost with passion for horses

• Feed and care for 1–4 horses; sometimes work with trainers or vets

Where are they located?

• Nationwide, with hotspots in Florida, Texas, Oklahoma

• Still under-penetrated in the Northwest, despite WA-based headquarters

What are their attitudes and motivations?

• Often skeptical of supplements ("they don’t work")

• Trying to solve complex issues (ulcers, inflammation, poor performance)

• Willing to spend when they trust the product

• Many have over-complicated supplement routines that aren’t delivering results

Who would you like to reach next?

• Horse breeders (tougher because of group-feeding)

• Dressage and hunter/jumper circles (higher budgets, higher expectations)

• Pet-only households (for dog line; Chewy, retail chains)

What do you want them to believe?

• That Animal Element offers a simple daily program to support their horse’s total health

• That they’ll see real improvements, not just “feel good” marketing

• That these products replace much of their current feedroom clutter

User Benefits

How will the user be better off?

• Money saved:

  • 40–50% less grain

  • Fewer vet visits

  • Replaces 5–8 supplement tubs

• Effort saved:

  • Fewer scoops to manage

  • No guesswork—just two core products

• Time saved:

  • Healthier horses require less constant adjustment

  • Reduced downtime from illness/injury

Before/After scenario
Before:

• Horse is dull, stiff, gassy, ulcer-prone, or moody

• Owner is trying 5–7 supplements, but still having problems

• Vet bills rising, performance decreasing

After:

• In 30–60 days:

  • Firmer stools

  • Glossy coat

  • Better stamina

  • More focused mindset

  • Less grain, no ulcer meds, fewer joint injections

Most Important Point (MIP)

Top 3 benefits:

1. Whole-body health through a simple, daily system

2. Visible results in 30–60 days

3. Fewer supplements, better outcomes, lower total cost

Emotional takeaway:

“I can finally trust what I’m feeding—and I’m seeing the difference in my horse.”

One MIP:

Animal Element gives your horse everything it needs and nothing it doesn’t—so you see the difference, save money, and ride with confidence.