Credits:
Client: Mend App
Deliverables: Logo, Brand Identity, Visual Identity, Theme, Pattern, Illustration
Design Team: Brainstorm
#BS_Case:
Mend is a digital health and wellness platform that aims to cultivate healthy minds, bodies and souls through an all-in-one app, offering features such as diet & nutrition coaching, fitness & lifestyle coaching, guided meditation, telemedicine service and more.
#BS_Challenge:
To create a fresh, unique brand identity and visuals that encapsulate Mend App’s innovative and ambitious mission statement and philosophy. To create a brand that’s approachable and authentic, professional and trustworthy.
Brand Attribute
#BS_Solution:
The Mend logo is bold, rounded and simple. The heavy bolding of the font gives a feeling of credibility and trustworthiness while the rounded edges makes it approachable and friendly.
Circle represents unity, wholess and infinity. Without beginning or end, sides or corners, the circle shape encapsulates Mend App’s philosophy and reason for being. A platform that features services, information and all related to human wellbeing, only a shape as transformative and wholesome as the circle can demonstrate it. Furthermore, the circle is approachable, friendly and relatable. Like the sun, the moon and the stars, the circle is considered to be the first and central shape that contains all other shapes within. The letter “m” of the logo ends with a circle. It depicts a transformative journey with a beginning and an end that results in wholeness and unity as represented by the circle.
In our brand visual identity and theme, the color yellow dominates. We used yellow to counterbalance the pre-existing eerie whiteness, blue and coldness associated with hospitals, doctors and medicine. Yellow signifies happiness, warmth, youthfulness and health. We used hand-drawn illustrations to decorate and illustrate the app’s functionalities. As opposed to flat geometric illustrations often used in corporate visual design, the hand-drawn illustrations evoke authenticity, sensibility and truthfulness.
Approachable, joyful, authentic and warm, yet professional and trustworthy, the Mend brand is a harmonious union of brand philosophy and visual design.
Brainstorm Branding Agency proudly presents this project and wish the best for Mend App's future endeavors.
Brand Color Palette
Brand Font
Brand Pattern
Brand Illustrations and Icons
