Vriddhamitra Plus is a platform built for elderly individuals whose families or caregivers are not physically present to support them. The service connects elders with trained caregivers on a need basis, offering companionship, assistance, and care when required. Operating in a relatively new and sensitive category, the brand needed to earn trust from day one.
The elder-care space comes with emotional responsibility. The challenge was to create a brand that felt compassionate without being patronising, and premium without being distant. It also needed to be gender-neutral, inclusive, and approachable for elderly users across varying comfort levels with technology.
We approached the branding with softness and restraint. Pastel blues and pinks were chosen to convey calm and warmth, while the logo—a hand-drawn flower with four petals forming a subtle “plus”—symbolised care, continuity, and support. The raw, hand-rendered design language was intentional, helping the brand feel human, imperfect, and relatable rather than clinical or institutional.
Vriddhamitra Plus launched with a visual identity that felt gentle, trustworthy, and emotionally aware. The branding helped position the platform as a premium yet compassionate elder wellness service, designed with dignity and care at its core, making it easier for elders and their families to engage with a new kind of support system.
