Royal Canin BluCare

Royal Canin BluCare introduced a breakthrough at-home hematuria detection technology designed to help cat owners and veterinarians identify urinary issues earlier — before symptoms become serious. The campaign needed to communicate a complex diagnostic benefit in a way that felt simple, trustworthy, and actionable for two very different audiences.

The visual system paired clean medical clarity with the warmth of pet ownership, using hand-drawn feline illustrations and straightforward messaging to make urinary health feel less intimidating and more empowering. The identity extended across dual websites (for owners and veterinarians), social content, and digital display, creating a unified experience that supported proactive care no matter where users engaged.