Culina Health
Leading the brand refresh for an inclusive, nutrition disrupter.
A leading clinical nutrition startup sought a new brand to sustain its rapid growth and stand out in a crowded online market
Founded in 2020, Culina Health’s online platform has helped over 10,000 patients, attracted significant investment, established broad insurer partnerships, and built a multilingual network of expert dieticians who provide care to diverse populations. To continue this momentum, the practice sought a refreshed brand platform to differentiate it within a crowded and confusing nutrition landscape. North Street engaged in a comprehensive refresh of the Culina Health brand. From logo redesign and new visual identity to crafting an engaging messaging platform, The North Street team worked collaboratively with practice leadership on a comprehensive brand refresh, designing a new logo, visual identity, and messaging that reflected Culina Health’s unique blend of expertise, accessibility, and empathy.
Our role
- Logo Identity
- Messaging + Positioning
- Sales Collateral Design
Creative Approach:
North Street’s hands-on brand discovery process included individual discussions with dieticians, leadership workshops, and patient interviews. The process uncovered a challenging dynamic in orienting Culina’s brand work. The nutrition landscape is crowded with fad diets, online influencers, and talking heads who provide easily accessible but confusing and medically unsound advice. Highly trained medical expertise is often elusive, costly, and culturally discriminatory. North Street’s design and messaging work sought to present a brand that was credible, intelligent, and expert-driven while still conveying the empathy and inclusivity that is central to Culina’s practice. Strong font choice, engaging photo style and dynamic iconography were incorporated, as was a caring and confident tone of voice and messaging that cut through misperceptions.
Let's make magic together.
You're a modern and dynamic organization.
It's time your brand caught up.