Rebranding as the world’s first dementia wellbeing brand
- Brand Strategy
- Brand Identity
- Tone of Voice
In a staid, fragmented and rapidly growing dementia care products market, Active Minds offered something special. However, its activity products and games for people living with dementia and their carers, were being used primarily in care home settings — purchased by the professionals who understood the value of the products.
The opportunity was to grow direct-to-consumer channels, taking the company beyond its functional B2B beginnings. We challenged the existing narrative around dementia to create the world’s first dementia wellbeing brand. Our work included re-imagining everything from the brand name, to the model for product design and segmentation, and a refreshing educational approach.
A PROPOSITION CELEBRATING WHAT’S STILL POSSIBLE
The dominate dementia narrative is exclusively about the brain, memory and ultimately, loss. We focused on emotional benefits and outcomes. Our new proposition celebrates everything that is still possible for those living with dementia and their carers, leveraging the key role the brand plays in bringing joy and connection.
We are proud of the work we’ve done with ODA to develop a strong international dementia wellbeing brand. They took time to understand dementia and the challenges we faced and helped us to create a refreshing brand narrative underpinned with real substance.Ben Atkinson-Willes CEO, Relish
A NEW EMOTIVE NAME AND IDENTITY
The rebrand began with the search for a new name. From Active Minds – a functional name that focused solely on the brain narrative – we rebranded to relish, a name that speaks to wellbeing and relishing every moment of time together.
Using lowercase for a friendly, approachable expert feel, we also choose colours and typography for their complementary and calming properties. The result overall is of a brand that anyone can enjoy rather than a clinical tool.
The power of
Research told us that people living with dementia continue to feel positive feelings long after moments of connection and joy. This in turn builds self-esteem, which is key to wellbeing.
This powerful insight inspired our simple, hand-drawn, organic shapes, representing the positive feelings and moments of connections surrounding the brand. Upbeat imagery reflects the emotion and optimism between loved ones.
A FRIENDLY ALLY
We created a new emotive tone of voice. Successful outcomes are dependent on carers getting the most out of the product and encouraging loved ones to join in, so we included little prompts and guides to help keep fragmented conversations alive. The aim is to gently educate throughout the dementia journey, helping carers better understand how to communicate with their loved ones living with dementia.
CELEBRATING THE INDIVIDUAL
Dementia often ends up defining a person. Instead, we celebrate individuals and their different interests. Some are competitive and motivated by challenge, others are more self-reflective and artistic. We renamed products to reflect these different interests – from nature lovers, to travel enthusiasts. This approach gives products a wider audience.
A TOTAL WELLBEING SYSTEM
Using the latest dementia thinking on 7 Domains of Wellbeing, we created a system to explain the benefits of every product. Each of these levers drives the creative process internally as well as acting as a signpost to consumers. Products and activity always have a purpose. Joy and function combine in a simple customer set of benefits that help carers to navigate the benefits of every product.
UNDERSTANDING THE DEMENTIA JOURNEY
Research found that because carers didn’t understand the dementia journey, they routinely over or underestimated what their loved ones were capable of when picking products. To be successful, a product had to be easy enough to build esteem, but also the right level of challenge to keep people engaged.
We designed a staged dementia journey to help ensure successful product navigation. It simply explained the stages and product design suitability, reinforcing brand expertise and clearly segmented products to ensure successful wellbeing outcomes.
They helped us build real value balancing joy and function across all touchpoints. The rebrand has given us the momentum to take the brand to the next level as a leading consumer brand.Ben Atkinson-Willes CEO Relish