Bullfrog partnered with Interpath to launch Epijoint®, a joint pain relief supplement designed to liberate people from the limitations of mild osteoarthritis. Our challenge: overcome deep scepticism in a category filled with broken promises and tired advertising.
By defining a credible brand, co-creating a digital experience with the community, and building a distinctive campaign around the proposition “Move how you feel”, we gave people a reason to believe again, and drove results fast.
Growth modelling
Strategic planning
Brand foundations
Verbal and visual identity
CX Journey Mapping
Experience design
Design system
Prototyping and customer tesitng
Creative strategy
Campaign development
Content planning
CRM and Lifecycle strategy
Performance marketing optimisation
Outcomes
Phase 1:
Defining the brand
We positioned Epijoint® as a trusted, liberating solution to the limitations of osteoarthritis. A calming colour palette, dynamic flexible visual elements were inspired by the customers needs for a sympathetic solution that worked. A close link between pack design and brand mark created instant recognition and credibility. The identity signalled quiet confidence, the opposite of the overpromising category norms.
Phase 2:
Elevate the product
We positioned Epijoint® as a trusted, liberating solution to the limitations of osteoarthritis. A calming colour palette, dynamic flexible visual elements were inspired by the customers needs for a sympathetic solution that worked. A close link between pack design and brand mark created instant recognition and credibility. The identity signalled quiet confidence, the opposite of the overpromising category norms.
Phase 3:
Share your brand story
At the heart of our work was the promise: “Move how you feel.” Rooted in research and community insight, this proposition reframed Epijoint® as a way to reclaim freedom and expression, not just relieve symptoms.
We brought it to life through the Blacksmithery campaign, telling the irreverent story of Patricia, a septuagenarian who returned to her passion for blacksmithing once freed from pain. This playful, human story stood out in a sea of generic category advertising, while embodying the emotional power of the “Move how you feel” platform.
Phase 4:
Optimise for conversion
We scaled impact by reinforcing value, surfacing proof points, and highlighting research-backed claims to build trust. Every touchpoint, from packaging to Chemist Warehouse activity reinforced credibility and made purchase simple.
The result: a brand that turned disbelief into devotion, and a product that sold out in its very first month.
