Fella
Men’s Weight Loss Powered by Science
wonder
How might we create a weight loss brand for Millennial men that is not emasculating?
There are no pills, quick fixes and far too little empathy for men who have faced a lifetime of issues caused by obesity.
The greatest pain point of a doctor’s visit is being met with harsh judgment and well-intentioned tough-love, motivational lectures.
BACKGROUND
wisdom
For men who have never felt cared for by the healthcare system, build a Health Repair System based on pragmatic body neutrality.
Fella isn’t healthcare, it is health repair; the tele-health solution designed specifically to treat overweight men with the dignity they deserve and the holistic treatment they need.
THE OUTCOMEThese fellas don’t need care and all the emotional baggage that comes with it. They need repair. By shifting the categorical framework to resemble that of the trusted mechanic who works on a prized automobile, we position the brand as a rational solution to an emotional problem to create behavior change.