Men's health has always had a trust problem. Not because men don't care, but because every touchpoint in the system was built to make them feel like they should already know, or quietly shouldn't ask. Wellis came to WeWantMore with a clear brief: build a men's health brand for the Netherlands that felt nothing like healthcare. Warm, direct, a little light-hearted, and genuinely comfortable to engage with, even when the subject wasn't.
The identity leans into discomfort rather than away from it. Colour is coded by health category, giving each topic its own visual world without making any of it feel clinical. Typography wobbles when subjects get uncomfortable, then steadies once the solution arrives. Illustrations treat sensitive territory with lightness rather than gravity, and copy says the thing out loud so the man reading it doesn't have to. From packaging to outdoor, the logic stays the same throughout: openness first, answers second. Wellis launched in the Netherlands and has since expanded into Belgium, Germany and France.
