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Background:
Headquartered just outside of Chicago, Illinois, PurHealth is a unique alternative model for lifelong health and wellness that integrates 14 proven ancient healing methodologies with all-natural nutritional supplementation – the successful integration of which facilitates the powerful potential of the body to heal itself, leading to a complete sense of emotional, structural, biochemical and spiritual harmony. At its core, PurHealth is an all-encompassing paradigm of care that includes symptom diagnosis, treatment, education, supplements and lifestyle management.


Objective:
PurHealth, formerly LifeLine, LLC, was seeking a new name and identity that would more aptly reflect its brand and align its owners as thought leaders in alternative medicine. In keeping with the unique alternative health model and philosophy, PurHealth required an identity that would seamlessly encompass three business units — the seminars, the products and the practice — into one integrated whole. HBG was retained by LifeLine to transform the business model and unify the businesses under one umbrella brand strategy.

  • Developed a name based on the belief that the essence of the brand is a complex model of purity – uniquely defined through its completely natural system of care.
  • Created the tagline, “Balance. Connect. Thrive.”, to differentiate the model and give it a consumer-friendly face.
  • Integrated the brand strategy into all tools and messages, including packaging, point-of-service materials, signage, call center scripting and employee training.