In anticipation of launching two clinics in early 2022, Andala hired C42D to do discovery, brand strategy, naming, brand messaging, identity, and website.
With the psychedelic medicine brandscape becoming more and more crowded every month with lookalike, lifestyle-inspired “trippy” brands, it was important to strike a point of distinction and position the brand as a best-in-class, medically sound, and trusted answer to treatment-resistant depression and other afflictions.
Discovery, interviews, and analysis provided the raw material for our strategy phase. This allowed us to understand the consumers, category, and culture to develop a company positioning and name.
A brand framework, personality and action principles, tone of voice, and brand messages were then created to round out the verbal identity. The naming brief establishes the job of the name, naming strategies, and creative platforms. Naming creative is prescreened for trademark registration and presented with evaluation criteria to deflect subjectivity.
The name Andala has origins in eastern culture. A mandala generally represents the spiritual journey, starting from the outside to the inner core, through layers. Essentially a representation of the universe, a mandala is a consecrated area that serves as a receptacle for the gods and as a collection point of universal forces.