NPD for the leader in raw pet nutrition.

Through our Brand Manifesto process, led by the expert team at CIULLA, we conducted collaborative work sessions, rapid concept ideation, and consumer focus groups to guide the Instinct innovation pipeline. Together, we developed a proposition centered on Longevity—extending the lifespan of our furry friends through science and balanced raw nutrition. CIULLA’s process supported the Instinct team in bringing the RAW LONGEVITY sub-brand to-market. The sub-brand was brought to life through our strategic guidance and creative vision, debuting in an exciting and visually compelling way.

CIULLA’s work focused on designing the RAW LONGEVITY brand identity and using focus groups to determine how fruits and vegetables and health claims could support the notion of a longer, healthier life for dogs & cats.

The brand and packaging are supported by Nature’s Variety’s emerging scientific research from the University of Helsinki, which demonstrates that raw food has a positive impact on specific health conditions in dogs compared to conventional cooked foods.