Swell Health is personalised nutrition with a higher purpose.
Founder Lucy Paterson doesn’t just want you to live, she wants you to thrive. To resonate with a broad range of people, from the competitive triathlete to the struggling adolescent, the brand had to come from a place of empathy as well as knowledge and expertise.
Brand Values
Copy Editing
Identity
Brand Assets
Image Creation
Website
Print Design
Social
Stationery
The brand story
It was very important to reflect Lucy’s personal story, because this is where her innate understanding of her clients comes from. The sea has always been a restorative force and a recurring theme in Lucy’s own health journey, and it also represents the relentless energy she brings to solving her client problems. We created an identity and graphic language symbolic of that energy, her life and the endless momentum of waves.
An evocative palette
The brand takes inspiration from the natural world, celebrating the most fundamental elements. The colour palette is inspired by the most majestic times of the day, and the emotions we attribute to them.
Differentiated visual identity
With the nutrition sector being such a crowded space, we needed an ownable photography style to show Swell Health is for everyone. No single picture could capture that - so we created a series of hero collages to lend personality, show breadth and deliver standout. It’s a visual concept that can evolve with the business, and ensure the brand always remains fresh and relevant.
A site that’s practical yet inspirational
We created a Squarespace site that rejects the typical plain backgrounds and stock nutrition shots, instead favouring bold colour sectioning and graphics. Lucy’s personality and tone of voice lends Swell Health its edge, so we made sure her inspiring statements sit front and centre. Supporting information sought by the aspiring athlete, or the under-confident teen, sits just beneath.
A life brand, not a lifestyle brand
Lucy wanted to use social media to showcase her clients and their successes. Swell Health’s Instagram feed focuses on motivation, advice and tips, and on answering questions her clients might have in a creative and positive way – keeping her mission to empower people to do the things that truly light them up front and centre.
Measuring success
The brief was to create a brand that could grow with Lucy, as she expands her services and offer. As motivated as she is to helping others overcome their own health challenges, we have no doubt she will have a dramatically positive effect on the world around her. We’ll keep you posted!
CREDITS
Strategy, Copy & Identity by Chrissy & Lynsay