Awanui
Advancing wellbeing and preventative care with BODYiQ
Background
Awanui, Aotearoa New Zealand’s leading diagnostic and healthcare solutions provider, recognised an opportunity to respond to changing customer needs with the introduction of a new self-requested testing service, BODYiQ. D&Co collaborated with Awanui to bring BODYiQ to life as a health management brand designed to proactive provide trusted, clinical grade testing, made simple.
The challenge
Previously, Awanui’s testing service was perceived as clinical, complex, and passive in customer engagement. The brand needed to transition from being isolated and scientific to becoming accessible, proactive, and trusted by New Zealanders. Awanui aimed to position BODYiQ not just as a health testing tool but as a long-term, trusted partner in wellbeing and preventative care..
“We knew we needed a brand our customers could implicitly trust—one that made proactive health feel simple, intuitive, and empowering. Having worked successfully with D&Co previously, we knew they were the partner we wanted to collaborate with on this project.
We received a standout brand strategy coupled with an approachable and understandable name, BODYiQ, that the team rallied behind.
They topped this off with a contemporary, approachable wordmark and a versatile, dynamic design system that has provided our partner network with a powerful toolkit for everything from the website and packaging to advertising materials.
We’re excited about our ongoing partnership and where BODYiQ will take us next.”
— Scott Bishop, Chief Commercial Officer, Awanui
“At D&Co, we're passionate about helping brands evolve beyond function to truly resonate emotionally and meaningfully with customers. BODYiQ exemplifies this vision perfectly.
We were delighted to work alongside Scott again, he was one of our earliest clients when he was at Z Energy, where we collaborated to develop innovative concepts like Pay by Plate and Sharetank, both incredibly successful products.
With Scott and the Awanui team, we’ve developed a vibrant, trusted wellbeing brand that can scale with the company’s ambition in the category, accessible, empowering, and deeply human. It’s incredibly rewarding to see BODYiQ available to customers and we're looking forward its impact on advancing wellbeing for all New Zealanders. We are excited to see where this partnership takes us.”
— Russ Douglas, Founder & Principal Strategist, D&Co
Advancing wellbeing and preventative care with BODYiQ
Our solution
D&Co crafted a comprehensive brand strategy and compelling visual identity anchored by a clearly articulated brand purpose - “Trusted testing, made simple.” The team also worked through their product naming process to arrive at BODYiQ. This is underpinned by the brand principles that emphasised trust, proactive empowerment, clinical accuracy, and driven by progress, positioning BODYiQ to become New Zealand’s most trusted platform for proactive health screening and testing.
Brand Strategy, Naming and Story
The strategy centred on customer empowerment and proactive health management, communicating a strong narrative of trust, simplicity, and accessibility. Through a structured naming process, BODYiQ emerged as the ideal name—intuitive, memorable, and aligned perfectly with the brand’s purpose. BODYiQ equips customers to make informed and confident health decisions through clear, clinical-grade insights.
Visual Identity System
A vibrant, engaging, and human-focused visual identity was developed. This included:
Logo and Branding Elements: The refined BODYiQ logo introduced a distinctive and approachable brand mark, emphasising accessibility while preserving clinical credibility.
Colour Palette and Typography: Bright, energetic colours were selected to reflect positivity, health, and wellbeing, complemented by typography that was both professional and friendly.
Photography and Graphic Treatment: Unique capsule shapes symbolised individual health data, providing consistency and visual interest across all communications. Human-centred photography reinforced a personal connection, making the brand relatable and reassuring.
Application Design Direction
A critical part of the visual identity development was the design direction of core applications across multiple customer touch-points:
Website: A series of user-friendly, intuitive digital webpages were designed, clearly communicating the ease and accessibility of testing.
Packaging: A thoughtfully designed test kit concept provided visual appeal to enhance customer confidence.
Advertising and Digital Assets: Compelling and cohesive advertising materials were conceptualised, reinforcing the brand’s values and engaging diverse audiences through clear messaging and striking visual cues.
Social Media Content: A consistent and visually dynamic series of social media concepts were designed to foster ongoing customer engagement, education, and brand loyalty.
Experiential Touchpoints: Carefully considered physical experience concepts were developed, such as lab posters, and partnership opportunities, were strategically developed to position BODYiQ at key intersections of customers’ health journeys.
Out-of-Home Media: Impactful outdoor advertising and digital billboard concepts were developed to assist in extending BODYiQ’s brand presence, promoting awareness, driving curiosity, and encouraging trial.
Together, these comprehensive deliverables created a unified, compelling brand strategy and playbook for Awanui.
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