BeBodywise

BeBodywise

NAMING | BRANDING | STRATEGY | PACKAGING

The traditional healthcare system can leave women feeling exhausted, overwhelmed, under-served and second guessing their choices.

Bodywise exists to help women regain control of their bodies and well-being by being at the center of their wellness journeys. They do this by tackling everything from hair care to hormonal issues through making healthcare tailormade and personal.

Bodywise came to us at a very early stage of their branding process, and we helped them define their brand from purpose and positioning to visual language and communication.

The traditional healthcare system can leave women feeling exhausted, overwhelmed, under-served and second guessing their choices.

Bodywise exists to help women regain control of their bodies and well-being by being at the center of their wellness journeys. They do this by tackling everything from hair care to hormonal issues through making healthcare tailormade and personal.

Bodywise came to us at a very early stage of their branding process, and we helped them define their brand from purpose and positioning to visual language and communication.

Brand Workshop

Brand
Workshop

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.

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Insights

Insights

People

People

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WHAT WE DISCUSSED

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.

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WHAT WE CONCLUDED

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.

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HOW IT INFLUENCED OUR WORK

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

Culture

Culture

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WHAT WE DISCUSSED

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.

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WHAT WE CONCLUDED

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.

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HOW IT INFLUENCED OUR WORK

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.

Our Offerings

Our Offerings

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WHAT WE DISCUSSED

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

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WHAT WE CONCLUDED

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

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HOW IT INFLUENCED OUR WORK

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.

Our Brand

Our Brand

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WHAT WE DISCUSSED

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.

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WHAT WE CONCLUDED

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

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HOW IT INFLUENCED OUR WORK

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

Brand and Identity

Brand and Identity

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The Name

The Name

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.

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Logo

Logo

A simple, elegant wordmark with academic and editorial characteristics. The ‘BE’ is reminiscent of annotation — cueing ‘guide’ and ‘intelligent’ for the personality of the brand.

A simple, elegant wordmark with academic and editorial characteristics. The ‘BE’ is reminiscent of annotation — cueing ‘guide’ and ‘intelligent’ for the personality of the brand.

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Icon

Icon

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.

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Colours

Colours

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.

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Typography

Typography

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

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Visual Language System

Visual Language System

We designed a apothecary-like grid system for the brand to communicate as effectively as possible. 


It’s flexible enough to be used both on packaging and throughout brand communication.

Each section explains why and how brand/product operates, and acts as an added layer to help guide women through the chaos of wellness.

We designed a apothecary-like grid system for the brand to communicate as effectively as possible. 


It’s flexible enough to be used both on packaging and throughout brand communication.

Each section explains why and how brand/product operates, and acts as an added layer to help guide women through the chaos of wellness.

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To break the rigidity of the grid system, we also introduced flowing text as part of the brand language - for more fun and friendly communication purposes.

To break the rigidity of the grid system, we also introduced flowing text as part of the brand language - for more fun and friendly communication purposes.

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Packaging

Packaging

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.

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Communication Samples

Communication Samples

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.

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