Cre­at­ing the world’s first demen­tia well­be­ing brand

  • Brand Strategy
  • Brand Identity
  • Naming
  • Messaging
  • Tone of Voice
  • Design
  • Illustration
  • Packaging

We gave Active Minds a new lease of life. By rebrand­ing as Rel­ish we turned a prod­uct brand into a cat­e­go­ry-defin­ing con­sumer well­be­ing brand, broad­en­ing its appeal beyond B2B. The rebrand helped Rel­ish secure Series A fund­ing, drove sig­nif­i­cant growth in new chan­nels and was the cat­a­lyst to suc­cess­ful expan­sion to the US market.

We flipped the neg­a­tive demen­tia nar­ra­tive with the brand promise bring­ing joy to life with demen­tia’, and a pos­i­tive new brand world that express­es the joy of connection.

Then we went fur­ther. Every brand detail reflects a deep under­stand­ing demen­tia. Using lat­est think­ing we cre­at­ed a Rel­ish Life mod­el that informed every brand action. It sparked a total re-think of every­thing from range seg­men­ta­tion to prod­uct nav­i­ga­tion, and led to the cre­ation of new tools, touch­points and communication. 

Jump straight to the Impact


Intro­duced retro mod­ern brand world inspired by the last­ing emo­tion­al impact of pos­i­tive feel­ings cre­at­ed from shar­ing moments of connection.


Steer­ing clear of clin­i­cal lan­guage we gen­tly edu­cat­ed peo­ple through­out the cus­tomer jour­ney with a tone that under­stood, encour­aged and gave reassurance.

ODA gave us a new pur­pose and role in chang­ing the way peo­ple think about dementia.

Ben Atkinson-Willes, CEO Relish


Peo­ple should­n’t be defined by their demen­tia diag­no­sis. We cel­e­brat­ed the vari­ety of hob­bies and inter­ests that bring peo­ple joy, renam­ing and re-seg­­men­t­ing prod­ucts this way.


To spark joy and be suc­cess­ful a Rel­ish prod­uct had to offer the right amount of ease and chal­lenge. We cre­at­ed a sim­ple way for peo­ple to under­stand the stages of demen­tia to ensure pos­i­tive outcomes.

Relish life

We created a sim­ple set of joy­ful ben­e­fit icons that linked to a well­be­ing mod­el that helped design­ers design with pur­pose, and cus­tomers nav­i­gate the ben­e­fits of every product with ease.


  • Strength of rebrand was instru­men­tal in suc­cess­ful Series A funding

  • Opened up growth oppor­tu­ni­ties via new D2C channels 

  • Brand strat­e­gy inspired prod­uct inno­va­tion and ser­vices design