Welcome to myeden
This is a guide to show you around all the elements that make myeden tick, how we look, talk and act not just as an app, a store, service or a brand but as a new ideal. Things like our purpose, ambitions, favourite colours, logo use, words we love and the stories we tell. And perhaps equally as important, the reasons why we do what we do. All those glorious things. So... have a read. Keep the link somewhere handy. It should help you understand our brand and the wonderful journey we are on.
Brand guide v1.0 — 2022
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If you have questions about usage or updates please contact:
Paul Schwartz
Head of Marketing
Contents
4.1 Test
In the beginning…
a plant-based story
When you think about it, aches, pains and innumerable other ailments have been around forever. It’s little wonder that human use of nature’s remedies stretches back just as far. With treatments contained in leaf, root, bark, berry and more, our ancestors knew a thing or two about plant-based medicines.
However over the ages, medicines became more… modern.
As paracetamol and ibuprofen became the answer for everything, we lost touch with other equally effective, natural remedies.
Until now.
At myeden, we’re on a mission to redefine how we look after ourselves by making healthier, plant-based medicines accessible and affordable for all.
From giving you access to the world’s leading plant-based therapies and real-time doctor consultations, to processing scripts and speedily delivering meds through our app and dispensaries, myeden is the plant-based healthcare company that will do you a world of good.
1.1 Purpose
We want to create a world of good
That’s our purpose. It drives us as a business and as a group of people. It is action and results based. It is change.
Let's go back to the start, to a mindset where natural, ethical, sustainable medicine and healthcare rules supreme.
A world of good…
Makes plant-based medicines accessible for all.
Puts medicines you need in your hands. Fast.
Funds medicines for those who can’t afford it.
Explores the world of plant-based medicines to source the most effective, ethical and responsible products.
Works only with farmers and producers who use sustainable, ethical processes to grow and nurture their plants and products.
Cherishes the community. People are at the heart of everything we do.
Believes in full transparency. Nothing is hidden - from seed to patient.
Makes you feel better, in every way.
1.2 Tagline
Our ambition is illuminated in our short and inspiring tagline. We think it sums up not only the overall benefits people get from our services, but also how using myeden will make them feel.
A world of good
1.3 Elevator pitch
You’ve already read or heard these words before, but sometimes, it’s good to memorise them so you can tell people what we do… in elevators, around the BBQ or at parent-teacher nights.
We’re a health-tech company that makes healthier, plant-based medicines accessible and affordable for everyone.
We’re on a mission to help people lead healthier, more active lives, knowing access to plant-based medicines and information is only a search away.
We believe people should have control of their own health.
We want everyone to have full visibility and transparency into the world of plant-based medicine.
Our app and network of dispensaries are helping lead the way in destigmatising plant-based medicines.
1.4 App descriptor
Our app descriptor is the way we explain what our app does. It helps provide a sense of certainty around the services our app offers and the benefits it will bring. Depending on who we’re talking to, the descriptor can be framed in different ways to suit the medium.
1. Welcome to myeden, the healthcare app that takes care of all your plant-based medicinal needs. From giving you access to the world’s leading plant-based meds and online doctor consultations, to processing your scripts and speedily delivering plant-based meds to your door, myeden will do you a world of good.
2. This is myeden, the healthcare app that brings patients, doctors, and pharmacists together, so we can make healthier, plant-based medicines accessible and affordable for everyone.
3. Welcome to myeden, the healthcare app that brings patients, doctors, and pharmacists together in one place, so you can get affordable, plant-based meds speedily delivered to your door.
4. Welcome to myeden, the healthcare app that puts the world of plant-based medicine at your fingertips.
1.5 Values
Our values are a set of guiding principles that help shape every aspect of our business.
They’re placed at the very core of our brand and exist to help guide our brand's message, identity and personality. They help us connect with our customers and set us apart from other companies in the industry.
Dependable
As a business, brand, app and service, we must never stop being dependable. People are relying on us to deliver their medicine, plus they are depending on our quality service and brand promise.
Compassionate
It’s understandable that when you’re not feeling the best, you want people to show a bit of compassion. That emotion is multiplied ten-fold when you or a loved-one is suffering from a chronic illness and you’re desperate for help. Irrespective of the situation, we treat everyone with the same compassion, warmth and empathy.
Dedicated
To deliver on everything we promise, we need to be dedicated. We are dedicated to consistently delivering our service and improving it and improving our wider offering. We’re here to help create a world of good. It will take hard work, focus and belief.
Collaborative
Changing the way we look after ourselves is a mission we share not only with partners and other advocates in the plant-based medicine category, but also healthcare professionals, our customers and each other. Together, we can make an impact.
1.6 Personality
Our brand personality is the set of human characteristics that help define our brand.
We are caring
As a business and as a group of people, myeden cares about every touchpoint of the business. This care and attention to detail is necesary in order to help us improve the way society looks after itself. But don’t get us wrong. This isn’t a fluffy, group hug sort of thing. Our motivation goes a lot deeper than that.
We are mentoring
We are teachers. As the world wakes up to the benefits of plant-based medicine, we tirelessly look to educate the medical profession and society at large. We are an authority and we lead the way in a professional yet approachable manner.
We are fresh
Everything about plant-based medicine is exciting. It’s positive, energetic and fresh. We want to exude this passion in how we act, talk and look. We are changing the future. Taking on antiquated systems to create healthier alternatives. This energy is myeden’s heartbeat and it drives us on. We rally against anything staid, jargon filled or pastel.
2.1 Tone-of-voice
Tone-of-voice is how we communicate with our audience and thus influences how people perceive our messaging. It represents our brand personality and values. Mapping out the traits that make up myeden’s voice, we’d list them as;
Positive. Confident. Energetic. Modern. Professional. Warm. Calm.
Individually they’re quite dominant tones. When blended together, we can hear a warm, approachable, human voice that calmly guides you through this exciting new world. It is as far away from Pharma land as it could be, painting the positive possibilities of what a world of good can do for you, in a friendly voice.
2.2 Communication guide
As a business and as individuals, we thrive on positive outcomes. Everything we do is geared towards the people we collaborate with and the people we help; customers, partners and healthcare professionals. That includes the way we talk.
If there was a formula for how we talk, our voice would be 40% warm and caring, 25% confident and professional, 20% wise and 15% pure positivity. Or to put it another way, the excitement of a doctor who’s discovered that the cure for the world’s ills, is in fact in the greenhouse. Right next to the tomatoes.
Simple rules when using our voice in communication:
- Don’t waffle
- Avoid jargon
- Use short, punchy sentences
- Celebrate ease
- Champion myeden’s product know-how, accessibility and convenience
- Be warm, fresh and positive.
2.3 Words we love
Now. Yes. Lets. Yourself. Good. Better. Fast. Speedy. Plant-based. On its way. Medicinal. Plants. Nature. Healthier. Active. Organic. Sustainable. Cleaner. Green. Delivered. Thank you! You should try.
2.4 Words we hate
Pharmaceutical. Drugs. High. Dope. Bad. No. New-age. Fad. Paracetamol. Ibuprofen. Error. Problem. Weed.
2.5 Copy examples
Examples of our voice as short-form headlines:
- Feel better in every way.
- Let’s put that spring back in your step.
- Be yourself once more.
- Change the way you care.
- Bring better health home.
- A new way to look after yourself.
- Feel better now.
- Feel good.
- Get well soon now.
- Hope you feel better.
- Do yourself a world of good.
- Plant-based meds delivered to your door.
- Open 24/7.
- Hello healthy.
- Live a healthier life.
- A better day today.
- How are you today?
- Feel better. Healthier. Happier.
- Let’s get better.
- Feel better, in every way.
- Better. Happier. Healthier.
An example of our voice in mid-length, talking about our app:
From access to the world’s finest plant-based meds and real-time health professional consultations, to processing your scripts and speedily delivering plant-based meds to your door, myeden’s healthcare app will do you the world of good.
Another example, talking about the science and tech behind what we do:
Natural health is pretty awesome on its own, but with the right sort of knowledge, it’ll change the way we all look after ourselves. Which is why we place science, data and research behind everything we do at myeden. Whether it’s the plant-based medicines we source, how your scripts are processed, or how our app functions, we are constantly looking to make things that bit better.
2.6 Our name
Our name is unique. Not only is it our brand name, it’s also the name of our app, desktop and url. We need to be consistent in our usage of the name.
Our name is unique. Not only is it our brand name, it’s also the name of our dispensaries, app, desktop and url. We need to be consistent in our usage of the name.
As you can see, myeden is made up of two words - my and eden.
Inspired by Adam & Eve’s backyard, our name celebrates the rebirth of plant-based medicine. myeden is a welcoming place where people can redefine how they look after themselves, learn about and access natural, plant-based medicines and therapies.
When using our brand name in any written material, it’s important to ensure consistency in how the name is presented. Here are some simple rules:
myeden is always written using lower case letters as one word.
That’s it. Always lowercase. No uppercase (BIG) letters. And always one word. Yes, your autocorrect will fight against you for a while, but in time, it will learn the error of its ways. And yes, other people will get it wrong. But let’s not stress about that as long as we lead the way in presenting it correctly, how we want it.
3.1 Logo
As a core element of our brand
identity, it’s critical that our
logo is handled and applied
with care.
Our primary logo should be used where possible and only ever appear in light or dark.
When applying our logo, it should sit noticeably on the canvas without being overly imposing.
Our secondary logo should be used in smaller use cases when our tagline has become too small to read.
Clearspace
A minimum area of clear space must always surround the myeden logo. This area of isolation allows the wordmark to stand out by ensuring that any copy, additional identities, or other visual elements are kept clear from the logos.
Use this same rule for both the primary and secondary logos.
If the logo is housed within a holding shape, please use our secondary logo and place only within a circle using watermelon gradient (see 3.3 Colour palette for more info).
Logo size
In order to maintian legibility, our wordmarks should never appear smaller than these minimum sizes.
Anything less than these measurements risks reproduction quality and legibility.
Logo don'ts
The appearance of the logo must remain consistent. The logo should not be misinterpreted, modified or added to. No attempt should be made to alter the logo in anyway. It's orientation, colour and composition shoul remain as indicated in this document - no execptions.
3.2 Typography
Consistent use of typography is critical to bring our brand to life.
Typography application
System typefaces
When Söhne is not available for use, please defer to the use of the Arial font for any Google and Microsoft applications.
Note that Arial will already be loaded onto your computer as a system typeface.
3.3 Colour palette
Dark
Watermelon
Land
Light watermelon
Light grey
Light
Watermelon gradient
Our watermelon gradient features heavily as the backdrop to our logo and as a background to our brand. We can crop it inside shapes where necessary.
When using our gradient always ensure it looks very subtle, the focus should be on the watermelon colour with just a touch of light watermelon in the bottom right. You can achieve this by dragging the light watermelon point off the bottom of the artboard.
3.4 Illustration
Our characters are kind of a big deal. They are guides to help people navigate the wonderful world of myeden.
We have created an 'Adam' and an 'Eve' style character in each pose to cover all bases of application.
Use this pose when you want to convey:
- Relaxation
- Ease
- Relief
Use this pose when you want to convey:
- Movement
- Excitment
- Running
Use this pose when you want to convey:
- Celebration
- Success
- Jumping
- Rejoicing
Use this pose when you want to convey:
- Using a phone
- Interacting with the myeden app
- Interacting with online doctors
Use this pose when you want to convey:
- Doctors
- Health professionals
- Scientific information
Use this pose when you want to convey:
- Confusion
- Something has gone wrong
- Something is missing
- An error message
Use this pose when you want to convey:
- Delivery
- Receiving goods
Use this pose when you want to convey:
- Success
- Celebration
- Team work
3.5 Icons
Our icon set was designed for our in-app experience. It can also be used throughout our brand.
Business card
Letterhead template
Email signature
We have two styles of email sigantures available:
1. Where you can add your profile photo
2. Where you can choose one of three characters to become your avatar
Proposal template
PowerPoint presentation template
Shipper package
Thanks for scrolling.
If you have questions about usage or updates please contact:
Paul Schwartz
Head of Marketing