A warm, modern identity and full social system for a category-defining home-care startup serving urban Indian families.
Carebomb's product was excellent — vetted caregivers, app-managed shifts, real medical oversight. But the category looked clinical and cold across every competitor. Mothers were buying out of necessity, not preference. Carebomb needed warmth without losing seriousness.
We rebuilt the identity around the idea of a 'household with reinforcements': hand-drawn icons softening a precise type system, photography of real care (not stock), and a content engine driven by weekly caregiver interviews and family stories.
Services applied