NAMING | BRANDING | STRATEGY | PACKAGING

We began with a 1 day long workshop involving key members from the TOD and Mosaic Wellness teams to help get a better understanding of type of brand we wanted to build for Bodywise. It was important to identify key distinguishers and fit the brand into its own special niche.

We debated the age, personality type and qualities of our ideal customer and drew up empathy maps to see what kind of thoughts she has and the things she hears and sees.

If we had to be specific about our perfect customer, she would be a 31 year old woman who is aware and conscious of wellness but may not have found an ideal solution yet.

We positioned Bodywise as an intelligent brand, with informative and thoughtful solutions.

We outlined the various issues around wellness that women face culturally in India, from there being way too much information to choose from to the pressure of social and community driven wellness.

The world can be chaotic, and information can be overwhelming - we exist to help women reclaim control over the chaos surrounding their health and wellness.

Ensure our designs looked medical enough to convince someone who might be confused, informative enough to provide the person with an appropriate solution and friendly/feminine enough to appeal to women.

We detailed out the various different areas the brand will create products in, and discussed the ideal way to position the brand.

Bodywise sits in an interesting intersection of 3 different worlds: Medical, Feminine and Health/Wellness.

Taking visual and emotional cues from all three worlds, it was important for us to look like we could comfortably belong in any of the 3.

We went through various exercises detailing out what values and personality traits our brand should prioritize - ranging from the reason we exist, to how we should communicate.

We’re a personal, thoughtful, non judgemental guide.

We explored visual systems from the perspective of a personal, thoughtful and non judgemental guide.

While naming, we kept in mind all the strategic elements that helped us define the type of brand we wanted to be.

After creating a consolidated list of about 10 names - we scored each on the following categories: Memorability, Relevance to TG, Connotes Wellness, True to Brand Positioning and Uniqueness.

The name Bodywise was selected from this list because of its simplicity and ability to capture everything that the brand stands for.

Constructed to add fluidity and femininity to the brand, as well as a monogram of B and W together. Can be used on its own as a symbolic representation of the brand.

We selected colours that are bright, yet mature and feminine to represent different sections of the brand architecture.

As the brand will have a wide array of products, it was important to distinguish each section with its own colour, while ensuring that the palette worked together as a whole.

We chose a monospaced font to reflect the technical and medical face of the company. Its sans serif family compliments the mono font perfectly.

The packaging had to represent the brand by looking intelligent, informative and elegant. We also included the swirly text on the inside of the packaging with a bit of the brand narrative, as a fun discovery.

As a compilation of all the strategic and visual design work done for Bodywise, we illustrated a few samples of communication to help the brand understand how to use all this information in an effective way.

Project Credits

Strategy & Creative Direction : Anushka Sani
Account Direction : Aditi Rao
Strategy : Disha Pinge

Design Lead : Anisha Sirur
Creative Team : Jyothi Iyer
Ganesh More, Farshogar Vazifdar