How Analogue split Menkind’s identity between warm and doctor-led

Menkind is an online men’s health platform in the Netherlands – treating hair loss, weight management, erectile dysfunction and premature ejaculation through licensed Dutch doctors. Amsterdam-based brand and digital design studio Analogue was commissioned to work across the strategy and positioning, naming and identity, tone of voice, platform and doctor-facing tooling, motion, packaging and social media. “We asked Analogue to help us build a true consumer brand for a healthcare service – which sounds simple, but is genuinely hard to get right,” Menkind’s Founder & CEO Pieter van Nunen tells us. “The thing I was most worried about was the balance: the brand needed to reflect real medical expertise and trust, while also feeling progressive, authentic and personal. Taking care of your health, and being open about it, should feel like a strength – even something cool – rather than something you hide,” he continues. “That shift, from shame to pride, is what we wanted the brand itself to embody.” “The name Menkind sets up empathy rather than a punchline,” Analogue’s Co-founder Julian Mollema tells us. “The tone avoids both extremes of the category: cold clinical waiting rooms and the loud heavy lifestyle brand. We tuned the voice by strictly splitting its job: warm, direct and conversational in headlines to make asking for help feel normal; entirely precise, objective and doctor-led the moment active ingredients, side effects or dosages are discussed.”