Rel­ish

Cre­at­ing a new cat­e­go­ry in demen­tia wellbeing

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

Active Minds had out­grown its role as a prod­uct brand

It was known in B2B, but lim­it­ed in reach and relevance.

To grow, it need­ed to become some­thing big­ger – a con­sumer-fac­ing well­be­ing brand.

The shift we made was from prod­uct to category.

We repo­si­tioned the busi­ness as Rel­ish – a brand defin­ing a new space in demen­tia well­be­ing. We turned a prod­uct range into a brand built for growth. Cre­at­ing a clear­er propo­si­tion, broad­er appeal, and a plat­form for expan­sion. Bring­ing joy to life with demen­tia was a sim­ple but pow­er­ful shift that moved the con­ver­sa­tion from decline to connection. 

Jump straight to the Impact

DESIGNED TO FEEL POS­I­TIVE AND HUMAN

We cre­at­ed a warm, expres­sive iden­ti­ty that reflects con­nec­tion, not clin­i­cal care.

A MORE HUMAN TONE OF VOICE

We replaced clin­i­cal lan­guage with a tone that sup­ports, reas­sures, and empowers.

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

Ben Atkinson-Willes, CEO, Relish

CEL­E­BRAT­ING INDIVDUALS

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 REAL USE

We cre­at­ed sim­ple tools to help peo­ple under­stand dif­fer­ent stages of demen­tia – ensur­ing prod­ucts deliv­er the right lev­el of chal­lenge and engagement.

We restruc­tured the prod­uct range around people’s inter­ests and needs – mak­ing it eas­i­er to nav­i­gate and more meaningful.

Relish life

A set of clear benefit icons links every product to wellbeing outcomes – helping both designers and customers make better decisions.

IMPACT

  • Instrumental in securing Series A funding

  • Opened up new D2C growth channels

  • Enabled product and service innovation

  • Supported expansion into the US market

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