We created and launched a pet wellness brand called Breedwise. Founder Kendrick Smith is an absolute gem, and we had the privilege of joining the team before the baby even had a name.
As a pharmacist, Kendrick understands chemistry and pharmacology, including the ways that substances affect bodies and biology. He and his team specialize in custom compounding.
Yet, as a practitioner focused on holistic wellness, Kendrick has also looked beyond pharmaceuticals to the benefits of supplements and homeopathic remedies.
Kendrick straddles the fence between the two worlds of conventional and alternative medicine, and when he noticed that a large percentage of his pharmacy’s beneficiaries are dogs, a bigger vision for his work and impact began to take shape.
Kendrick wants to bring together the best of the pharmaceutical and homeopathic worlds and offer dogs (and their humans) much-needed alternatives to expensive prescriptions.
But he had no idea how to bring it—whatever “it” needed to be—into the world. What followed was an adventure with many twists and turns.
Team Balernum sat in on several visioning sessions. We then facilitated a naming workshop for Kendrick and his team. Their initial ideas were the starter dough for a new batch. We later presented our top five picks, along with a rationale for each. Kendrick chose Breedwise.
From there, we dove into brand strategy, knowing that the new brand’s raison d’etre would help us define everything from visual and verbal identity to packaging and web presence.
Kendrick’s family cannot imagine life without their Goldendoodle Rosie, and yet doing life with their furball brings a whole host of challenges. Many dog owners feel uninformed and ill-equipped, and Kendrick would like to see that change. Fundamentally, Breedwise is a caregiving and preparedness company.
But which challenge should Breedwise tackle first?
Balernum brought on BT Design Lab to design and implement a human-centered design project focused on dog lovers in our target audience. Research, in-depth interviews, and the resulting insights brought clarity and confidence as we moved forward with the first Breedwise product, Calming Bites.
With the brand strategy in hand, we assisted with the block-and-tackle work of identifying manufacturers, vetting product prototypes, developing beautiful and functional packaging, and ordering half a ton of Calming Bites.
Meanwhile, we designed and customized a gorgeous Shopify site and began rolling out go-to-market strategy.
These days, no direct-to-consumer brand is complete without a thoughtful Instagram presence (backed by smart strategy and planning), email marketing peppered with the perfect amount of personality and hum
Breedwise isn’t perfect, but it’s doggone close. Anxious and high-energy pups got a special stocking stuffer at Christmas in 2019, and the second Breedwise product is already in the works.
The fact is, dogs help their humans lead richer, healthier lives. When our best friends thrive, we do too. It was an honor to walk with Kendrick, to augment his full-time team, and to put flesh (er, fur?) on his vision to multiply true prospering.
We’re excited to witness the ripple effect of all the branding, strategy, execution, and heart we invested. Long live Breedwise!
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