K9 Smiles

k9 smiles rebranding


Launching a new health product for canines at risk of illnesses



PetDNALabs uses genetic information to help diagnose animals at risk of life-threatening illnesses. With new products on the horizon, they needed a brand identity and campaign to promote their latest DNA kit, K9 Smiles.



Create a campaign look and feel and visual brand identity from the ground up for their newest product K9 Smiles. All the while, being respectful and inspired by their parent brand OralDNA Labs.



We created all design touch points from the logo, packaging, and marketing campaign ads. The visual brand felt approachable for all dog-parents to engage in a sometimes overwhelming test.

(photography application and packaging)

(photography application and packaging)

brand tile
(video and photo direction)

(video and photo direction)

(informational booklet)

(informational booklet)



We created two very distinct looks for the brand. One part which included portraits of real dogs in the studio interacting with their human. We wanted a sense of closeness, love, and connectedness. This should be a test all dog-parents conducted for the health and future of their dog. The second part included simple illustrated characters to help give the brand an approachable, easy-to-understand feeling, while tackling large subjects such as DNA testing to help heal oral health through salivary diagnostics.

(modal and printable post card)

(modal and printable post card)

(mobile experience for app sign-up flow)

(mobile experience for app sign-up flow)


“[Tousue] helped us refine our thinking, especially on our messaging.” 

- PetDNALabs, CEO
George Hoedeman


Design Director: Tousue Vang
Designer/Illustrator: Good Studio
Product Manager: Steve Heimerman
Copywriters: Doug Frattallone, Lisa Black
PetDNALabs, CEO: George Hoedeman