Instinct RAW LONGEVITY: Elevating Pet Nutrition Through Science & Design

NATURE’S VARIETY | RAPID INNOVATION & NEW PRODUCT DEVELOPMENT

When it came time for Instinct, the leader in raw pet food, to introduce a specifically crafted offering to improve the lives of pets through scientific research, CIULLA was engaged to innovate brand platforms and product concepts to build out a go-to-market strategy.

Nature's Variety Instinct design innovation concept by CIULLA ASSOC
Nature's Variety Instinct Longevity Innovation concept by CIULLA ASSOC
Nature's Variety Instinct Vet + Instinct Innovation Concept by CIULLA ASSOC
Nature's Variety Instinct revitalization innovation concept by CIULLA ASSOC
Nature's Variety Instinct Raw Promise Loop Innovation Concept designed by CIULLA ASSOC
Nature's Variety Instinct Raw culinary meal bowl designed by CIULLA ASSOC
Nature's Variety Instinct Raw Longevity package design step and repeat
Nature's Variety Instinct Raw Longevity sub-brand development by CIULLA ASSOC

Strategic Innovation to Extend Pet Longevity

Instinct - Nature’s Variety partnered with CIULLA ASSOC to develop a breakthrough sub-brand, RAW LONGEVITY, with a mission to extend the lifespan of pets through science-backed, balanced raw nutrition.

Through our Brand Manifesto process, we led collaborative work sessions, rapid concept ideation, and consumer focus groups to refine the brand proposition. Our research and insights revealed that pet owners are increasingly seeking scientifically proven nutrition solutions to improve their pets’ health. This insight shaped RAW LONGEVITY’s core positioning—a pet food line focused on science-driven longevity benefits.

Building a Brand Identity Rooted in Science & Nature

CIULLA ASSOC played a pivotal role in developing the RAW LONGEVITY brand identity, ensuring it communicated trust, health, and longevity. We worked closely with Instinct to:

  • Develop packaging visuals that highlight the role of fruits, vegetables, and essential nutrients in supporting a pet’s longer, healthier life.

  • Refine health claims and messaging based on consumer feedback to reinforce the scientific benefits of raw nutrition.

  • Ensure a seamless brand architecture that aligns RAW LONGEVITY with the Instinct master brand, while differentiating it as an advanced, premium offering.

Science Meets Branding: The Power of Proven Research

RAW LONGEVITY’s brand and packaging are supported by cutting-edge research from the University of Helsinki, which demonstrates the health benefits of raw food over conventional, cooked pet diets. This research formed the foundation of our brand messaging, strengthening consumer trust and market differentiation.

The Results: A Market-Ready, Impactful Sub-Brand

CIULLA ASSOC’s strategic guidance and creative execution ensured that RAW LONGEVITY debuted in a visually compelling, consumer-driven way. By integrating scientific credibility with premium design, we helped Instinct launch a sub-brand that resonates with modern pet owners seeking longevity-focused nutrition.

The Takeaways

  • Strategic brand positioning is key to differentiating in a competitive pet care market.

  • Consumer research and focus groups provide invaluable insights for shaping product messaging and design.

  • Scientific validation strengthens brand credibility and builds trust with pet owners.

  • Cohesive brand architecture ensures seamless integration within a larger product portfolio.

  • Strong visual identity and packaging drive shelf appeal and consumer engagement.

Let’s Build Your Next Iconic Brand

At CIULLA ASSOC, we specialize in bringing brands to life through strategic design, packaging innovation, and consumer-driven insights. Whether you're launching a new product or redefining your brand identity, we’re here to help you stand out in a competitive market.