Outlive

Designing a bold identity and a ritual of unboxing

Product photographer: Shreya Nemani

Project Details

Design for an unexplored segment in India. Outlive is a scientific data driven company that aims to tackle disease prevention on a cellular level by rejuvenating the body from within. Dedicated in its mission to prolong your healthy lifespan. Outlive's first product is a 5 day Fasting Mimicking Diet. Functional meals and snacks keep you adequately nourished but don't activate the body's food sensing system, so it remains in a fasting state. This project demonstrated the power and value of design for new age brands to build resonating businesses.

Year

Client

Agency

Category

Role

Sector

2023

Outlive

The Space At 9/2

Naming, Branding & Identity, Packaging & Photography AD, Website, E-commerce

Designer, Design Direction

Healthcare, Food & Beverage

Designed to be progressive, precise and sensitive — while staying empathetic and credible

"Creating and protecting a name takes a unique combination of different creative and administrative skills.¹"

1: Michael Johnson points out in 'Branding: In Five and a Half Steps

Driven by boldness — The negative space within the logo can be used to explore and communicate products, people and experiences.

On the Outlive Logo reflecting the vision, mission and potential of Outlive as a brand

Guided by founder Varun Khanna's vision, Outlive, a pioneering brand in India's unexplored FMD segment, aims to raise awareness about tailored fmd programs for Indians. The brand's name encourages action, mirrored in its visual identity, urging users to move towards improvement. Designed to be progressive, precise and sensitive — while staying empathetic and credible. With a progressive, precise, and sensitive design, Outlive maintains empathy and credibility. The backed-by-science personality smartly communicates the brand's goals and how it can benefit users. Bold and assertive, Outlive strives to earn consumer trust and loyalty in the competitive FMD space. The intentional Outlive logotype, featuring a strategic space between 'out' and 'live,' ensures scalability. Aligned with the brand's vision and mission, it evolves alongside Outlive, utilizing negative space for communication. The negative space within the words can be used to explore and communicate products, people and experiences that Outlive curates. Outlive's colors, rooted in color psychology, strategically support users, preparing them for their journey and fostering a psychological uplift.

Cutting through noise with crisp communication

A library of visuals was developed for Outlive that support the brand communication across all collaterals. They have been intentionally designed to break down the communication into visually digestive that help graphically narrate a specific aspect of the communication.

Fasting with food

The outlive kit contains 5 individual boxes - one for each day of the fast. It includes plant-based energy bars, soups, a variety of snacks, drinks and supplements, all studied and carefully designed to nourish the body, support overall and metabolic health, and support cellular rejuvenation for healthy aging.

Designing for a 'ritual.' The 5 Day FMD Program packaging is designed for simplicity and user-friendly navigation. Each day's meal plan is housed in a color-coded box for quick identification. The larger box contains a program guide and five compact boxes, each dedicated to a specific day. The color-coded system streamlines the daily routine, while the side of each box outlines the meal breakdown. Consistent symbols [breakfast, lunch, snacks and dinner] on individual food packaging reinforce meal categories. Following values were reflected through various aspects of the product, it's packaging and communcation. Precise -------- Communication Progressive -------- Product Sensitive -------- Product Interaction Empathetic -------- Ease of use Credible -------- Communication Believable -------- Claims/Disclaimers Trustworthy -------- Communication/product interaction