Animal Element

Creative Brief

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

Overview

Purpose & Scope
Animal Element seeks a refreshed, cohesive brand system that makes the company — and its flagship equine and canine supplements — easy to recognize, trust, and buy.

This includes:

  • Enhancing the Animal Element logo and building a flexible visual identity around it

  • Creating point-of-sale and digital assets (website, email, packaging, fleet graphics, apparel, etc.) that consistently convey quality and credibility

  • Automating repeat-purchase reminders (email flows, coupons) to keep customers engaged and products in daily use

Definition of Success

  • Sales growth driven by returning customers — not one-and-done purchases

  • Distribution in major channels such as Tractor Supply, Chewy, and regional feed & tack stores, alongside steady direct-to-consumer orders

  • A website that simplifies day-to-day admin and “works hard” behind the scenes

Projects Include

  • Logo and visual identity refresh

  • Stationery: business card, letterhead, envelope, greeting card

  • Email signature

  • Embroidered apparel: hat, jacket, shirt

  • Trailer/fleet graphics

  • New website with self-editing, POS, and coupon automation features

  • Retail and e-commerce packaging (initial focus: four top equine products and dog line)

  • Email marketing and promotional assets:

    • 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 5,000 units per product; Animal Element is willing to invest in multi-year inventory if the price is right

  • All systems must be simple to operate — David’s team will handle the heavy lifting, allowing Andy and Mark to focus on sales and product development

Preferred Aesthetics & Color

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

  • Favor muted, modern tones: teal, aqua, olive, dark clay, slate

  • Use bright accents (orange, lime, red) for product differentiation

  • Packaging should look unified on shelf but use color to cue differences between products

Content Development

  • Professional writing provided by David

  • Photography, video, and illustration will be sourced as needed — no in-house creative

  • Inspiration examples to be provided by Andy and Mark, who are looking for a more modern, legitimate look that still feels relatable and real

Decision-Makers

  • Andy: final approval

  • Mark: team voice and ongoing advisor

Brand Voice

  • Friendly, professional, and “country-pro”

  • Confident, grounded, and warm — not clinical, corporate, or filled with jargon

  • Feels like advice from “a neighbor you trust with your horse”

Product Description

What They Make
Animal Element produces equine and canine nutritional supplements focused on whole-body wellness using high-quality natural ingredients — no fillers, no fluff.

Flagship Products

  • Detox: Zeolite, diatomaceous earth, spirulina, HA, kelp (67 minerals); supports immune, digestive, and metabolic health; binds toxins and enhances nutrient absorption (~$1/day)

  • NuTrack: Amino Acid blend that improves feed efficiency by up to 30%, reduces grain use by 40–50%, and strengthens gut and immune response (~$1/day)

  • In the Zone (paste): Pre-event calming without sedation; used in performance circles

  • Cissus (CQ): Anti-inflammatory for joints and soft tissue recovery.

  • All-Creatures Daily Detox (Dogs): Same foundational ingredients in pet-sized form; early results show firmer stool, shiny coat, reduced itching

What Makes Them Unique

  • Simplify complex feeding programs — replace 5–7 tubs

  • Use only high-end, filler-free ingredients

  • Customers report visible improvements within 30–60 days

Client Experience

  • Often starts after disappointment with mainstream brands

  • Typical transformation: dull coat, ulcers, stiff stride → shiny coat, bright eyes, calm energy within ~30 days

  • Reported benefits: zero colic, lower vet bills, better performance, improved recovery

  • Many customers evangelize the products unprompted

Competition

Main Competitors
Platinum Performance, OE, MVP, CEP, SmartPak, Zesterra, and boutique-priced amino acid brands like Equilie

Common Complaints About Competitors

  • Heavy use of fillers: rice bran, wheat middlings, soybean/corn oil

  • Pelletized formulas lose potency in storage

  • High cost per day ($3–$8+ per horse)

  • Too many products required to see results

What Customers Say

  • Other brands “didn’t work,” caused ulcers, or were overly complicated

  • After switching to Animal Element, horses “look and feel 10 years younger”

What Sets Animal Element Apart

  • Simpler system (just 2–3 core products)

  • Lower total cost

  • Stronger results with a loyal following

  • Anti-filler commitment

Target Audience & Market Realities

Primary Audience

  • 95% female, ages 30–50

  • Barrel racers, trail riders, pleasure competitors

  • Middle-income, often supported by a spouse

  • Typically care for 1–4 horses, sometimes with trainer or vet involvement

Geography

  • Nationwide reach

  • Strong presence in FL, TX, OK — growth opportunity in Pacific Northwest

Current Attitudes

  • Skeptical of supplements

  • Frustrated by over-complicated regimens that don’t deliver

  • Motivated by clear results and cost-effective simplicity

Next Audience Goals

  • Horse breeders (group-feeding is a challenge)

  • Dressage and hunter/jumper disciplines (higher budgets, higher standards)

  • Pet-only households (Chewy, pet retail channels)

Desired Beliefs

  • Animal Element offers a proven, daily system for total health

  • Customers will see tangible results, not marketing fluff

  • The products replace clutter and simplify feeding

User Benefits

Health & Performance

  • Digestive: Fewer colic events, regular stool, less need for stomach meds

  • Appearance: Visible “bloom” — shiny coat, filled topline, bright eyes

  • Performance: More stamina, calmer focus, faster recovery

Economics

  • Feed savings: 40–50% less grain required

  • Vet savings: Fewer emergency visits and injections

  • Product consolidation: Two daily products replace 6–8 tubs

Efficiency

  • Less time, effort, and guesswork

  • Healthier horses = fewer interruptions to training or performance

Most Important Point (MIP)

Top 3 Benefits

  1. Whole-body wellness through a simple daily system

  2. Visible results in 30–60 days

  3. Better outcomes with fewer products and lower cost

Emotional Takeaway

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

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