Creating the world’s first dementia wellbeing brand
- Brand Strategy
- Brand Identity
- Tone of Voice
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.
SPARKING JOY AND CONNECTION
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.
DESIGNING FOR THE JOURNEY
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.
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