New brand Happy Go Healthy has launched a dog health supplement that helps pets live better, more active lives.

The new supplement, produced by a team of animal nutrition veterans, is an all-in-one solution to support joint, bone, skin and gut health for dogs of all breeds and sizes. It looks like dog food kibble, and is to be mixed with the pet's food.

Brand innovation agency Spicefire ( guided Happy Go Healthy from name to website and e-commerce platform, packaging imagery to copywriting to ensure it was all connected in a coherent and appealing way.

Spicefire came up with the name Happy Go Healthy, based on the idea that a healthy pet is a happy pet. The brand was built around the purpose of helping your dog live life to its full potential – especially in its later years.

Beth Hoskins, Brand Director, Spicefire, says: “When dogs feel good they have more energy for life. As dog owners ourselves, we were happy to rely heavily on our gut instincts with this project. We were looking for ways to connect with other dog owners on an emotional level rather than leaning too heavily on the science behind the product, which is something we noticed a lot of competitors do.”

On the packaging, a dog leaps out of the "o" in "Go" to reinforce the idea of an active lifestyle. Spicefire reinforced this elsewhere with phrases including eat well, play hard, go fetch, run, jump on the packaging to create an action-oriented look.

Happy Go Healthy is available in three sizes: .75 lb. pouch for small breeds, 1.5 lb. bag for medium breeds and a 3 lb. bag for large breed dogs.