There is almost a cliché-ish, stereotypical image for wellness brands. From the muted beige-and-green brand palettes to the positivity quotes to the spiritual messages. It’s not bad, but given that the ‘wellness identity’ is somewhat shared by so many brands, The Candidly has seen it and has sworn against it in every aspect of their marketing. Having spent a considerable amount of time scrolling through their feed and reading their articles (it’s not hard, they are seriously worth a whole weekend of binge-reading), I present a breakdown of The Candidly’s bold approach to wellness.
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A Brand Message that Breaks the Mold
At the heart of The Candidly’s appeal is a brand message that’s as refreshing as it is rebellious.
The Candidly is not just speaking to the converted but is evangelizing the skeptics.Â
This approach is a masterstroke in inclusivity, welcoming not just wellness enthusiasts but also those on the fringes, looking in with a mix of curiosity and cynicism. The genius lies in acknowledging the oft-overlooked truth: wellness isn’t a one-size-fits-all. By embracing this, The Candidly has not only expanded its audience but has also given voice to a demographic traditionally underserved by the wellness industry.
A bold declaration such as this serves not just as a tagline but as a rallying cry for the disenchanted, offering a space where wellness isn’t about perfection but about genuine, relatable journeys. Authentic self-care in a sea of ideals.
The Anti-Aesthetic Aesthetic
If you’re expecting dried pampas in minimalist vases against a beige wall, you ain’t gonna find it. The Candidly’s visual strategy is a vibrant collage of pop culture references, meme marketing, and editorial photography.
The thought-provoking imagery, artfully filtered in grainy vintage, trades the conventional for the captivating. It’s an eclectic collection, but it’s cohesive.Â
By deliberately distancing themselves from the polished perfection of typical wellness imagery, The Candidly not only stands out but also strikes a chord with an audience weary of the same old aesthetics.
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A Resource First, A Brand Second
The Candidly covers topics that are usually evergreen, fun, and cheeky which totally negates the usually calm, relaxing, and grown-up tone most wellness brands take.
Off social media, the audience is led to The Candidly’s blog, masterfully put together thanks to their team of writers and their editor-in-chief, Audie Metcalf.Â
It doesn’t look like The Candidly has a product line; however they do extensive trials and reviews on products so we won’t have to figure it out ourselves. In supporting the person who wants to live a “well-examined life,” The Candidly writes about everything from fashion staples to moisturizers to health tips.Â
It’s the blueprint to building a loyal community – becoming a resource that helps people before you start selling anything. Whether The Candidly is actually going to launch their own product line, however, isn’t anywhere on my radar yet, but it would make sense if they do. I’d be on the waitlist too.
Final Thoughts: The Importance of Finding Your Voice
If there’s one thing to pick up from this, it’s clear that The Candidly’s success lies in their willingness to defy convention.
By crafting a brand message that speaks to both enthusiasts and skeptics, adopting a visually arresting aesthetic, and focusing on content that connects, The Candidly has redefined marketing in the wellness industry.
Advice to wellness brands: find your voice. Authenticity and audacity can coexist. Don’t feel pressured to subscribe to a widely-accepted identity just because you see it a lot.
The Candidly’s approach tells it all: In a world where sameness often prevails, a bold approach is not just refreshing—it’s revolutionary.
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Sixteen Ramos
Sixteen is an author, content strategist, and brand storyteller who writes about a variety of topics including A.I., online business, sales psychology, culture, and history. As the creator of The StorySelling Masterclass, she helps business owners tell compelling brand stories through content.
Sixteen Ramos
Sixteen is an author, content strategist, and brand storyteller who writes about a variety of topics including A.I., online business, sales psychology, culture, and history. As the creator of The StorySelling Masterclass, she helps business owners tell compelling brand stories through content.
