We at Absolute'i, sat down to talk about the brand Reliva's existing collaterals, identity and positioning. There was a lot of untapped potential in this brand. And hence, began the story of our first rebranding project. Absolute'i discussed the brand's roots in Ayurveda and herbal therapy. We replanned and strategised the brand's identity, architecture and personality in such a way that it matched the brand's inherent capacities while introducing a new perspective. The crux for which was coming together beautifully. Reliva's set mission is to transform the ancient principles of Ayurveda into modern medicine while taking into consideration the latest lifestyle requirements. This enlightened Absolute'i to bring forward the brand's scientifically crafted products and deep-rooted Ayurveda inspired philosophies together and form Reliva. A brand that approaches health, the Vedic way.
Herbal, Ayurvedic, Healthcare, Wellness
Sphere of Work
- 1. Reconstructing the brand crux
2. Repositioning the brand
3. Website restructuration
4. Redesigning the logo
5. Revamping the brand's identity
We collectively decided to keep the brand's original name, as it brought in the brand recall value and kept their roots alive. Given Reliva's already garnered audience we wanted to keep the loyal base active, while attracting the newer generations.
The significance of vedic contribution to health is truly immense. The tagline emphasizes on the fact that the products are meant to heal and cure ailments rooting to the ancient ayurveda. The orientation of products to the ancient Indian science is favourable in highlighting the very concept of Indian healthcare self-sufficiency.
- Overcoming past perceptions, as this was a rebranding project, we had to work on rebuilding perceptions.
- Rebrand communication, this was an important factor to identify and set.
- Communication was going to pave the way for the brand.
- Custom created an identity for the brand that stands out from its previous shadow.
- Right from recreating the crux of the brand, having a concept based approach to brand building, the brand has the perfect melange of aesthetics, functionality and architecture, while maintaining its recall value.
- Packaging for products aesthetically and functionally appealing, yet different from the previous.
BRAND'S TONE OF VOICE
Together Friendly + Expert approach form the perfect combination of the tone of voice we wish to establish for Reliva.
For Reliva, Absolute'i wanted to position it in a way that attracts a newer audience. Apart from which taking advantage of our prior brand awareness, trust and a strong sense of brand identity will help us retain our base while creating a new one.
Making of the Identity
RESEARCH - Moodboard