Dose has a product built around a surprisingly serious subject: your liver. Dose for your Liver is a daily liquid supplement designed to support liver health, with ingredients like turmeric, ginger, dandelion, and milk thistle. The brand had all the cues of an “it” wellness product. Clean, modern, elevated, science-backed. What it was missing was a little personality. Where was the fun?

The strategic opportunity was hiding in the organ itself. Your liver does a lot for you, including putting up with some of your less-than-perfect decisions. The late nights. The extra drink. One too many slices of pepperoni pizza. It’s been there through all of it. So maybe it was time to return the favor and show your liver a little love. That was the simple human truth behind the work.

The idea became “Liver Love Letters,” a heartfelt and slightly ridiculous thank-you to one of the hardest-working organs in your body. Our heroes penned love letters to their livers, thanking them for surviving karaoke nights, burgers, drinks, and questionable deep-fried situations, then returned the favor with a healthy shot of Dose.