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’s focus on digestive health. This fusion creates a memorable mark.
To extend the brand’s visual language, P&W designed a set of intuitive icons representing key health concepts such as sleep, nutrition, and exercise. The website was also carefully crafted to provide a seamless user experience, with a reassuring colour palette and human-centric photography reinforcing Selph’s expert-led approach.
P&W successfully created a contemporary health-tech brand that feels cutting-edge yet deeply personal. By removing the barriers typically associated with traditional healthcare, Selph redefines home testing. P&W’s branding strategy perfectly balances innovation with approachability.
