Alive + Well

With new brands cropping up out of nowhere everyday, each a carbon copy coated with shiny new paint of the last, skincare brands are in serious need of some care. Enter Alive + Well. Founded by one of India’s leading dermatology clinics, the brand is a result of over 25 years of research and development on Indian skin with custom, clean, result-oriented formulations. Their problem? Their brand didn’t communicate any of this. In a see of sameness, a distinctive approach to skincare needed a brand with the right attitude to match too.

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That’s where we partnered up with them — to reimagine their brand narrative and visual identity, starting with a strategic positioning that could do due justice to the story.

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Skincare as a concept has slowly become a rat race of chasing unrealistic beauty standards as well as trends, whether it’s glass skin, cloud skin, or whatever’s-the-latest-skin, making it a lot more stressful, a lot less joyful. Challenging this point of view, we made a radical decision to position Alive + Well as the evangelists of ‘skinwell’ — a practice where you prioritise holistic skin wellness over skincare. We solidified the brand’s mission to craft skincare that makes you feel good and well, viewing it with a more holistic lens, defined by a new kind of wellness-first modern mindfulness. Rather than pushing it in the traditional territory of snoozy wellness, however, we made a conscious decision to keep our brand expression young and lively (putting the *Alive* in Alive+Well!), which became the cornerstone of our communication and visual identity as well. Starting with our logo — we crafted a customised, all-caps wordmark to demonstrate confidence and liveliness, accompanied by an approachable ambigram-mnemonic that showcases a whimsical, flowing ‘balancing act,’ becoming our equilibrium for wellness.

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Our graphic language with custom, hand-drawn illustrations is derived from the idea of defining your own wellness. We crafted symbols inspired by journalling to feel approachable, light and easy, and above all, to redefine what it means to interact with skincare and wellness.