Helm
What the Gut
Deliverables: Visual Identity, Brand Strategy, Realisation
Most gut health products today focus on strengthening the microbiome or fixing issues once the damage is done. Helm is here to prevent issues from happening in the first place. Built on cutting-edge science, Helm introduces a completely new approach to gut health with Binding Proteins designed to neutralise harmful metabolites for a more resilient gut. Like an insurance for your gut health that keeps your mind at ease.
But how do you launch a groundbreaking and complex technology in an established category without getting mistaken for yet another probiotic? That was the challenge Everland was presented. From the positioning and name to the identity and activations, we helped create a brand that inspires and enables people to take the helm of their everyday life.
Helm, who?
What does the word “Helm” have to do with gut health? It’s the name of a new brand that introduces a preventative approach to gut health using innovative binding proteins that neutralises harmful risk factors going into the gut. Helm’s core mission is pioneer a new way in proactive wellness and give people true independence and freedom from gut-related challenges.
Strategic gut-feelings
Helm’s strategy is built around a profound insight: People with gut issues feel they’re not in control of their daily doings, and the gut dictates their social life and limits their opportunities. The name “Helm” refers to a handle used to steer and symbolises the ability to take back control and finally be able to trust your gut.
Prevention. Made simple
What do you do when you introduce something new in an established category? In this case, the ideal thing to do is to create a distinct identity to distance ourselves from the quasi-medical probiotics and prebiotics.
Because in a somewhat cluttered market, primarily focusing on symptom relief solutions defined by complicated descriptions, Helm was invented on the philosophy of prevention. And with an organic and non-medical design, Helm is binding together a new product and lifestyle solution for millions of people across the world.
Binding science and design
Helm’s visual identity is designed to express its unique approach to gut health. The logo incorporates elements representing the concept of “binding proteins” reflecting Helm’s core bio technology. The typography blends bold and soft fonts to evoke both scientific credibility and playful personality. The photography style is warm toned, real-life scenarios, promoting trust and positivity. Every visual element works together to differentiate Helm from conventional gut health products and emphasise its preventative and innovative approach.
“With Helm™ we're really trying to do things differently in the gut health category. Working with Everland on the brand story and identity helped us come together around a shared ambition for the new brand that will help us make Binding Proteins a solution for millions of people around the world.”
Erikha Harket, Director of Business Development & Marketing
