London, UK — Leading design agency P&W has unveiled the brand identity for Selph, a forward-thinking health-tech company offering expert-led self-testing with specialist aftercare. Designed to be a trusted partner in personal well-being, Selph stands apart in the home diagnostics market by making health testing more accessible, human-centric, and reassuring.

A New Vision for Healthcare at Home
P&W was tasked with creating a brand identity that embodies Selph’s core values: well-being, personalisation, and innovation. Rejecting the sterile, clinical aesthetic typical of traditional test kits, the agency developed a warm and supportive visual language that guides users through their health journey with care and expertise.

A calming cerulean blue forms the foundation of the visual identity, chosen to evoke trust and align with Cerulean, Selph’s parent company.

Design That Reflects Personal Health Journeys
At the heart of the identity is a distinctive ‘S’ icon, symbolising holistic health. The design layers meaning through its stylised letterform, fingerprint-inspired detailing to convey personalisation, and a gentle curve that nods to Selph’s focus on digestive health. This thoughtful fusion creates a memorable and ownable brand mark.

To further extend the brand’s visual system, P&W designed a suite of intuitive icons representing key aspects of health and lifestyle, including sleep, nutrition, and exercise. Selph’s website was also carefully considered, combining a soft, reassuring colour palette with human-focused photography to reinforce its expert-led, approachable ethos.

Reimagining the Home Health Experience
P&W’s strategic branding has successfully positioned Selph as a contemporary health-tech brand that is both cutting-edge and personal. By removing the clinical barriers typically associated with healthcare, Selph redefines the experience of home testing, offering clarity, confidence, and care.