In 2024, Bullfrog worked in partnership with Interpath to launch a new joint pain relief supplement, Epijoint®. But in talking to osteoarthritis sufferers, it became immediately clear that Epijoint® faced a significant market challenge. Following years of untreatable pain and false hopes raised and swiftly dashed by inferior products, our audience frankly didn’t believe that anything was capable of easing what ailed them.
Au revoir, arthritis.
As a result, our first step was simple: if this new supplement could truly ease arthritic joint pain, we needed to prove it.
We did this by instigating product research, the results of which highlighted a common theme; Epijoint® didn’t just help people feel less pain, in doing so it helped them feel more like themselves.
This key learnings provided the framework for our strategy and go-to-market plan.
We began by driving a distinctive brand identity designed to signal a credible solution. Colours that cued genuine, and packaging that didn’t shout false claims – but rather exuded a quiet, confident and honest solution. We designed the visual identity from the bottle out, spanning logo development to website creation.
