Daksh Healthcare is an international branding project by Tree in collaboration with its Founder. The founder discovered Tree's remarkable work on Behance, the world's largest creative network, featuring numerous unique worldwide designs. The creator of Daksh Healthcare founded the company in 2012 when the brand's image was not generally known or regarded, so he partnered with Tree to rebrand in the Indian market. Rebuilding the identity to be minimalistic, yet remain contemporary throughout time.
Challenges
The founder wanted to keep the long-lasted brand name within the Indian market, which poses a challenge for Tree Creative in the development process of its identity. From the old design, Tree will extract the most minimalistic aspects to add to the final design while incorporating the characteristics of the industry.
Solutions
In the process of developing the logo from the brand name, Tree uses the rotated "d" to form a "+" sign, a typical symbol of the medical industry, but if you look at it from another point of view, this is also the image of a four-leaf clover, which symbolizes good luck and peace. The brand logo is mainly constructed with straight lines and basic round blocks of uniform size, displaying professionalism within the brand. Furthermore, the image of round blocks also highlights the globality of the brand's identity.
Next to the slogan "Keep moving forward" is an interesting design language that has been used thoroughly, a line system that creates a unique identity only available in the brand. The dominant blue tone, especially dark blue, is widely used to describe the age and professionalism of the brand.
Brand logos, posters, and packaging publications have all become more consistent thanks to the line system. Showing a clear difference after the "makeover". Inheriting aspects of the old design while remaining professional and modern, the new design has achieved its goal of being highly recognizable.
