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CurviCare
Project Type //
Branding & Brand Design
Role //
Brand Designer
Team //
Nikita Braggs
Skillset //
Competitive Audit & Naming, Brand Direction, Brand Visual Language, Identity Design, Brand Guidelines & Book
Context
CurviCare is an endeavor of love founded by leading industry professionals who have made it their life’s mission to help women achieve their goals of sustained health and well-being. Formerly known as WellWoman Weightloss Clinic, the brand's name and identity were not reflective of their expanding vision and rapid growth. Popular dietary fads are viewed as restrictive, unfamiliar, and short-lived, while Indian home cooking is viewed as traditional, familiar, and promoting sustained health instead of a single body ideal.
Challenge
How can the brand shift its focus from weight loss to overall health through Indian cooking for Indian women with diverse body types?
Execution
The rebrand evokes a sense of happiness and contentment that comes with taking charge of one's health, a far cry from the misery associated with compulsively tracking numbers on a scale. The identity and brand language has been designed with utmost care to reflect support on this journey and to create a community with a common purpose. It shifted the gaze from the results to the process. The messaging was designed to be bright and bold to imbibe the full potential of a strong and healthy woman.
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