How Analogue split Menkind’s identity between warm and doctor-led — The Brand Identity – Home of the Greatest in Graphic & Brand Design
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.”
Analogue set the identity in two subfamilies of Grilli Type’s GT Ultra. GT Ultra Standard handles the questionnaires, ingredient lists and functional UI. “Its clean geometry and high legibility communicate clinical clarity and modern efficiency,” Mollema explains. GT Ultra Median has the weight for the headlines and editorial callouts. “It anchors the brand’s medical authority, evoking traditional clinical prestige while keeping the platform from feeling like an overly casual digital product,” he adds.
Treatment on the platform begins with choosing a concern and answering a short medical questionnaire. It asks for one input at a time, in a progressive step layout that eliminates visual overwhelm. Security badges and doctor disclaimers sit beside the input fields, so users are reassured at the point of disclosure. “Questions frame conditions as common, actionable health factors rather than personal shortcomings,” Mollema details. The layouts are clean, with generous whitespace, fast response times and no sales clutter. Consultations are assessed by BIG-registered Dutch doctors, who are named on the site with their registration numbers. “UI makes the user feel safe enough to engage; proof gives them the certainty to proceed,” he explains. Micro-interactions and soft state changes animate the marketing pages, landing transitions and form card selections, but motion is stripped out of the clinical questionnaire and the checkout, to avoid distraction and keep the processing fast.
Medication arrives in packaging that Analogue designed as two layers. The outer mailer is unbranded, using neutral materials and plain shipping labels with no logos or text hints, so it gives nothing away on a doorstep or in a shared mailroom. “The identity lives exclusively on the inside. Unboxing reveals structured, modular packaging with tactile finishes that present prescriptions with the dignity of premium personal care rather than clinical pharmacy blister packs,” Mollema tells us. After the delivery, the treatment continues on the platform. “It’s that end-to-end experience, not just the identity, that seems to be lowering the barrier for men to actually start,” Van Nunen concludes.