Luke Coutinho is an Indian holistic lifestyle coach with a vision to reimagine lifestyle as a medicine and empower the journey to health and happiness. The vision of the Luke Coutinho brand is to create a world where holistic wellness is the norm. The primary issues was the brand’s reputation as solely a diet and nutrition brand, which was not reflective of its core values centred around holistic wellness and lifestyle. We designed a brand strategy that effectively communicates the core values of the brand, while overcoming the redundancy of using Luke’s image as the primary element. Our approach is centered around the 5 pillars of holistic healthcare: Cellular Nutrition, Adequate Exercise, Spirit, Quality Sleep, and Emotional Wellness. We believe that by focusing on these pillars, individuals can lead a healthier and more fulfilling life.