Melio

A new way to look after yourself

Founded by an international team, Mario Cantero put his faith in us to build the brand and the very first version of the product. 

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After a week of immersion in which the entire team got together in our offices in Madrid, we were able to see that the biggest challenge facing melio’s product was how to present it to the public. We needed to market melio not as a clinical service focussed on solving existing problems, but rather a global health service whose success would lie in the ability to anticipate problems, prevent them and encourage habits coherent with a healthy lifestyle. All the while, melio also had to firmly present itself as a scientific and medical-based tool.

Trust, health and science

Founded by an international team, Mario Cantero put his faith in us to build the brand and the very first version of the product.
‍
After a week of immersion in which the entire team got together in our offices in Madrid, we were able to see that the biggest challenge facing melio’s product was how to present it to the public. We needed to market melio not as a clinical service focussed on solving existing problems, but rather a global health service whose success would lie in the ability to anticipate problems, prevent them and encourage habits coherent with a healthy lifestyle. All the while, melio also had to firmly present itself as a scientific and medical-based tool.

Healthy care

On a strategic level, we decided that the brand identity would revolve around the concept of “Healthy care”.

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Turning the classic idea of “Health care” on it’s head, we were able to develop the idea that melio proposes an evolution from the traditional doctor-patient relationship and focuses on prevention rather than only fighting existing problems.

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We wanted to move away from a visual identity that had an overly clinical approach, so we decided to work with organic shapes and pastel colours, creating a rich, cheerful and lively universe.

The bridge, a symbol of transition

For the logo, we wanted to break away from the classic approach and use an isotype. However, in the end, we felt that we should logotype the word.

We decided to start with the ‘m’, taking into account its form, which looks like a bridge with domed arches. A bridge is a universal symbol of transition and change. Using this image as a base, we also wanted to give it a slightly more personal touch by lengthening the shape.

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With the help of the typographer Juanjez, we created this letter which gave the brand a distinct personality.

Organic, colourful and full of life

For melio’s visual universe we used organic shapes, which help emphasise the scientific nature of the brand, as if seen under a microscope. These shapes are then offset by a much more daring and joyful use of colour.

We rationalised this as a metaphor for protecting people against all kinds of scenarios. These scenarios may not have occurred yet, and are not inevitable, but it is nevertheless in our hands to reduce the possibilities of them developing as far as possible. 

Trust and security in every process

For the product part of melio, we put all our efforts into simplifying the first version of the MVP as much as possible.

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We put a great deal of emphasis on accompanying the client throughout all the steps of melio’s value proposition: buying a test, taking it in a specialised clinic, filling out a form about your current health status and waiting for the results. Then, customers receive a detailed medical report with advice and ways to anticipate problems and adopt a healthier lifestyle.

Evolution and the second round of funding

Having launched the project a little over a year ago, the news we receive from melio is very good.

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After receiving a second round of funding from Beaumont Capital, and given the growing societal concern over our health due to the emergence of COVID-19, melio’s proposal has been given even more meaning. This has allowed them to grow and move forward, obtaining a foothold in the wellness and health market.