P&W created a brand identity that positions Selph as a trusted, expert-led health partner. Offering self-testing with specialist aftercare, Selph stands apart from competitors, making home diagnostics more accessible and reassuring.
P&W’s goal was to craft a brand identity that embodied Selph’s core values of well-being, personalisation, and innovation. The challenge was to move away from the sterile, clinical feel of traditional test kits and instead create a warm, supportive, and approachable brand, one that guides users through their health journey with care and expertise. A calming cerulean blue was chosen as the foundation of the visual identity, evoking trust, and aligning with Cerulean, Selph’s parent company.
P&W developed a distinctive brand identity centred around an ownable 'S' icon that symbolises holistic health. The design integrates multiple layers of meaning, including a stylised ‘S’ for brand recognition, fingerprint detailing to reflect personalisation, and a curved shape nodding to Selph’
