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InspirationGraphic Design

Universal Favourite rebrands men's online health clinic Mosh to appear 'comforting'

Sydney-based design studio Universal Favourite is behind the brand refresh for Mosh, an online health clinic led by experts who are helping men with issues across sex health, hair loss, skincare, and mental health.

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Three phone screens displaying illustrated characters in different scenarios on coloured backgrounds: a man with a hair loss treatment, a man swimming, and a doctor with raised arms

Backed by Tinder's co-founders Sean Rad and Justin Mateen, the Australian start-up needed to create a real bond with its male audience, as research has shown that they're generally reluctant to seek help.

Mosh found in its research that people, men especially, take comfort from editorial publications – they have "inherent trust, integrity and authority". Taking cues from The New York Times Magazine and The New Yorker, Universal Favourite commissioned Mark Long to create a series of illustrations. "Each one conveys the sensitive, sometimes awkward, health issues men face with an informative softness," says studio founder and creative director, Dari Israelstam. "The illustration style feels intellectual yet witty, which allows the brand to appear approachable and comforting."

These illustrations also play an important role in the website design, making the information more "digestible". "As an educational and reliable resource for men's health information and care, the website reaffirms the brand's underlying premise that knowledge is power and their health is in their hands," Dari adds.

Moving away from the typical idealised lifestyle imagery, Universal Favourite collaborated with photographer Benito Martin to produce images capturing real-life moments within the home that feel relatable. Each shot perfectly illustrates how and when men might need Mosh and how the brand could easily slip into their lifestyle.

"Our aim is to disarm people; we want them to feel safe with us. It was important to create down-to-earth images that would help them connect with the brand," explains David Narunsky, co-founder of Mosh.

As for the packaging, its stripped-back design lets the product shine. But it doesn't take itself too seriously, as some of the brand's humorous tone is carried over into the mailer, delivering a "sweet brand moment" and reminding the customer that "Mosh has his back".

"We wanted men to access these products privately at their own convenience, but at the same time we wanted to encourage people to talk about these kinds of health issues more openly and to convert it into a non-taboo issue," says David. "We wanted the customers' experience with our product to feel reassuring and empowering."

Illustrated figure with blank white head jogging past the word "MOSH" in teal lettering against a cream background
Mosh branded bottles in dark blue featuring product names like Grow and Boost arranged in a green box with text overlay
Three teal and amber Mosh product bottles displayed on a marble table in a minimalist bathroom setting with black fixtures
Three framed posters for Mosh men's health clinic displayed on a street wall, featuring illustrated healthcare advice and messaging in beige, dark green and lime green
Man applying skincare product to his palm beside a bottle, and man examining his skin with a concerned expression
Mosh branded bus shelter advertisement featuring an illustration of a man in profile by Mark Long against a cream background, on a street lined with trees and parked cars
Three dark green Mosh skincare bottles labelled Anti-Age, Moisturise and Cleanse against a soft green background
Man and woman sitting on bed smiling at each other, and a wooden side table with Mosh branding, potted plant and glass of water against a green background
Mosh billboard advertisement on brick wall with teal background and white text discussing accessing doctor information without waiting room awkwardness, featuring small illustrations
Black packaging box for Mosh with neon green and red branded materials displaying typography about health and lifestyle topics
Person holding an orange patterned Mosh branded card above a green storage tray on a wooden table beside a sofa, with stacked books and a small plant nearby
Mosh website and mobile app interface showing anti-ageing product information with an illustration of a woman doctor and orange call-to-action buttons
Mosh billboard advertisement featuring three men in a living room with text reading "A better way to improve men's health" and tagline "Know more, worry less
Mosh men's health products including amber glass bottles labelled Keep, Boost and Sleep, with blue caps and a pump dispenser, arranged against a pale green background
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