Heel.

Heel came to us with the foundations in place: a name, a logo and the beginnings of a visual identity. The opportunity was to take what was already working and give it the personality, energy and depth it needed to become a distinctive consumer brand.

We evolved the identity into a richer, more expressive system. Colour, illustration, typography, imagery and graphic devices gave Heel a world of its own, while a new brand book established the rules for how everything comes together. Alongside it, we created a roadmap designed to keep the brand consistent as new products, campaigns and channels are introduced.

Then we brought Heel to life digitally. We designed and built the website around a simple job: make natural dog supplements easy to understand, easy to trust and easy to choose. The brand carries through every touchpoint, balancing the warmth and personality of a modern pet brand with the credibility a wellness product needs.

With the foundations in place, we turned to launch. We developed the go-to-market strategy for Heel's 2027 debut, creating the campaign thinking, social content, copy and creative assets needed to introduce the brand with one clear, recognisable voice.

Heel now has everything it needs for what comes next: a distinctive identity, a digital home and a flexible creative system ready to grow alongside the business.