Evity Wellness

Brand foundations

We started with an in-depth brand workshop to align on the key offerings and USPs, identify key audience segments and city-specific nuances, and bring out the core ethos and belief behind this new centre.

Positioning

We defined the positioning of the space and coined a terminology for it - Social Wellness Club.

This was based on audience behaviour in relation to wellness as a category: Wellness was considered from the POV of effort and discipline (gyms), indulgence (spas) and emergency (clinics and doctors). This new category of biohacking-focused wellness and longevity was introduced as "Social Wellness" offering high-end and low-effort therapies that could be clubbed into one's socialising time.

This was also based on the founder's vision of offering a high-end in-space experience for individuals and groups of people, with low-effort treatments alongside food & beverage options, and spaces for group activities being planned.

Brand name

After multiple rounds, we named the brand Evity Wellness - Stemming from Longevity; the ultimate goal behind the centre’s existence, and what every treatment here aims to enhance. 

This was accompanied by a functional descriptor: Longevity | Recovery | Performance - to create an anchor in the minds of the audience as to what they could expect here.

The logo and visual identity had a lot of insight and thought behind it , with a universe of brand extensions, art direction and cross-platform design that influenced brand narrative and content, and adapted to it in turn. Read about that in depth at 9133's design-centric case study; we worked very closely as one team to create everything Evity.

Brand narrative

The core tagline and messaging that defined the entire brand was “Live at Level 10”.

Elevate the quality of your life. Whether you’re an athlete performing at your peak, a busy professional seeking more energy and drive to live without fatigue, an overscheduled person who has less time than ideal for self-care and wellness, or a senior citizen seeking to improve their physical and mental wellness - your life can be levelled up to what you want your "level 10" to be. 

We arrived at this from the founder’s belief in almost exactly those words. He sought a “Level 10” in his own life from a fitness, health and ability POV, and wanted to establish Evity to give everyone that opportunity proactively without waiting for a medical intervention of any sort. Hence, we took "Live at Level 10" as the core narrative and took it across every single touchpoint.

Service design

We defined the nomenclature of every service offered at Evity - taking the old names (cryotherapy, MCS therapy, and others), to create a standard naming system for existing and future services on offer:

• We named each session a Protocol - scientific but not intimidating, and eschewing the more clinical/spa terminology typically associated with these offerings (like treatments or therapies). A combination of protocols was named a Loop, to make this stacking of individual treatments sound cohesive and conducive to regular repeat sessions.

• Language for each protocol was developed, with a nature-centric hook to draw people in before explaining the scientific and research-backed benefits of each.

• We balanced different aspects of what was important to Evity - a focus on science and research that has its basis in nature, hard numbers resulting in measurability and progress, and improving the quality of life in everyday relatable ways like excelling at a sport or activity, or quality time with family and friends.
  

Website

We wrote out the website content to represent the brand USP and offerings with clarity, with detailed FAQ and glossary pages to help people answer any doubt that arises.

We also worked extensively to write out a welcoming and self-explanatory booking front-end on Zenoti to enable conversions and bookings with ease.

Brand collateral

We created the brochure, unboxing experience for new customers, merch, posters, in-space signage, sales decks and a whole range of collateral for different audience and use-cases.

Check out Evity

Team Rough Paper and 9133 worked on this project for over a year, and we're very proud of how it turned out.

Close to wrap - we did a handover to the social media team who took the initial brand foundations and ran with it.

Follow Evity on Instagram at https://www.instagram.com/evitywellness

See their website at https://evitywellness.in/

If you're in Kolkata, visit them at https://maps.app.goo.gl/Xj9DFQwD8FpKKHNb8