Esmer
Dermatology and Aesthetician Clinic
Copywriter
[Brand Identity] [Website Copy]
[Packaging Collaterals]
At Yellow Creative Agency
The Brief
A new cosmetology and aesthetician clinic starting out in Kolkata.
The Brand
Our project began with a really fundamental question ‘What do we name the brand?’. This was one of those opportunities where I actually ended up naming a brand. After multiple discussions with the founders to better grasp the vision of the brand, we finally landed on Esmer, derived from mesmerise. The name somehow helped us picturise a really pristine, elegant and well put together clinic. The word has a flow and delicacy to it.
With Esmer, we wanted to drive home trust and dependability. Many clinical brands are led by doctors as their faces and that puts the audience a little at ease. With Esmer it was the opposite as the doctors, although an integral part of the brand, won't be the face. Also, while dealing with healthcare, we didn't want to lose the balance by coming off as too clinical and lose all relatability.
All of these initial thoughts and decisions helped shape Esmer's identity. It's medicine done elegantly.
The Copy
The tone of the brand needed to be warm, inviting yet capture the science behind the procedures. It needed to empower as well as comfort, since plastic surgery is something that’s deeply personal and has a strong psychological angle to it. In a way, we attempted to humanise the entire clinical part of the process and make it more approachable and personal.
It is an extension of the brand and the founder’s ideologies. Esmer’s services are quite premiumised and hence the language of the brand also addresses that.
The Website
The purpose of the website was to establish a robust online presence for the brand. The design and copy are an extension of the brand's tonality.
