20 years ago, Heli Maman started a support group for a healthy lifestyle. Heli’s charismatic personality, her professionalism, commitment, and total devotion to her customers have made “Heli Maman” the leading healthy lifestyle program brand in Israel. Nonetheless, the brand’s visual language was not aligned with the brand’s heavy reliance on a dominant, inspirational persona, nor did it express Heli’s unique core values, the differentiation, or the success of the Heli Maman brand.
We worked with Heli and her team to unravel her unique story. The process identified two key differentiating values: the product value, individually tailored support systems, a far cry from the prevailing one-method-fits-all business model. The emotional value –Heli’s method pinpointing each participant’s motivation that will drive results for that person. Each customer receives a custom solution. The brand promise we created reflects the differentiating value and touches upon everyone’s individual needs: We will achieve your goal, together.
The broad, personalized, supportive infrastructure offered by the brand alongside the perception that there is not one method that fits all, are the basis for the differentiation of the Heli Maman brand and for the high level of credibility it evokes in comparison with its competitors which include the HMO weight-loss workshops.
The broad, personalized, supportive infrastructure offered by the brand alongside the perception that there is not one method that fits all, are the basis for the differentiation of the Heli Maman brand and for the high level of credibility it evokes in comparison with its competitors which include the HMO weight-loss workshops.
We replaced the Babushka icon that was disconnected from the brand values and from the celebrity behind the brand, with an icon that reflects Heli Maman’s authentic personality. Heli’s personal signature was used as an extension of her personal-coaching methdology as well as her renowned warmth and compassion.
We replaced the Babushka icon that was disconnected from the brand values and from the celebrity behind the brand, with an icon that reflects Heli Maman’s authentic personality. Heli’s personal signature was used as an extension of her personal-coaching methdology as well as her renowned warmth and compassion.
We studied global celebrity-brands in depth and identified one characteristic they all share: deploying the celebrity’s name and picture through personal, warm communication. We decided to harness Heli Maman’s many unique assets, from her personal signature to the communication she creates in her own distinctive wording to her appearance which showcases her warm nature and one-of-a-kind personality.
We studied global celebrity-brands in depth and identified one characteristic they all share: deploying the celebrity’s name and picture through personal, warm communication. We decided to harness Heli Maman’s many unique assets, from her personal signature to the communication she creates in her own distinctive wording to her appearance which showcases her warm nature and one-of-a-kind personality.
As part of her unique personality, Heli writes all the brand’s content and communication herself, incorporating empowering messages and encouragement. We transformed that spirit into the new verbal language to correspond with Heli’s unique style.
As part of her unique personality, Heli writes all the brand’s content and communication herself, incorporating empowering messages and encouragement. We transformed that spirit into the new verbal language to correspond with Heli’s unique style.
The new visual language was built around Heli Maman the persona. Heli’s warmth, hands-on mentality, authenticity, and compassion were captured through vulnerable photographs taken inside her home and providing access to her lifestyle and daily routine.
The new visual language was built around Heli Maman the persona. Heli’s warmth, hands-on mentality, authenticity, and compassion were captured through vulnerable photographs taken inside her home and providing access to her lifestyle and daily routine.
The extensive private label product line designed for integration into customers’ daily lives to empower their healthy lifestyle choices lacked identity and any association with the strong mother brand. The new language which places Heli Maman at the front of the brand and serves as the main motivation for purchase was applied to the private label product brand as well.
The extensive private label product line designed for integration into customers’ daily lives to empower their healthy lifestyle choices lacked identity and any association with the strong mother brand. The new language which places Heli Maman at the front of the brand and serves as the main motivation for purchase was applied to the private label product brand as well.
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During the most difficult year of my business and with no prior knowledge about building a COVID19-compatible business, OPEN partnered with me then and now with the same support level one would receive from their lifelong family, after just one year of acquaintance. The assurance that I have a team by my side which sees me and goes with me wherever I go! I gained…gained a family!
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