Vagusway

Vagusway is a holistic health approach primarily designed to help individuals suffering from irritable bowel syndrome (IBS), developed by Dr. Bahtier Kurbanov. The core of the Vagusway method revolves around stimulating the vagus nerve, which plays a crucial role in regulating digestion and connecting the brain with the body’s organs. The therapy is based on the idea that addressing both physical and emotional stressors can help alleviate IBS symptoms.

Our goal for this project was to provide him with a solid branding strategy, which included an effective name and logotype, brand guidelines for use across digital and print materials, an informative website, and a new UI design for his existing app used during therapy.

We wanted to find a name that would be immediately associated with the problem, without sounding too clinical or grotesque — after all, we are talking about bowel issues!
After several iterations, we came up with the name Vagusway. This name directly references vagus nerve stimulation, the core aspect of the therapy, while the word “way” evokes a path to follow for improved quality of life.

In line with this concept, the logotype is crafted using eight styles of the same font to represent the healing process — from initial inflammation to a healthy state. The logomark perfectly blends a stylized bowel with a symbolic path.

Unlike most medical products, we chose not to focus on the disease or the suffering caused by it. Instead, we aimed to highlight the ultimate goal of the therapy: enjoying life in every moment, free from the fear of feeling ill again. Positive imagery, featuring people engaging in sports, traveling, meeting friends, or simply enjoying happy moments, contributed to creating an overall vibe of positivity and enthusiasm in the branding project.

During the therapy, patients receive the necessary medical tools—such as devices for vagus nerve stimulation and other therapy products—via specially designed packaging. All products are shipped directly to the patients, ensuring that they have everything they need for the non-invasive treatment at home.

The packaging design was tailored to fit the branding’s positive and user-friendly vibe, incorporating playful colors to distinguish each component of the kit.

The informative website reflects the core values of the branding campaign and provides users with comprehensive information about the therapy, as well as Dr. Kurbanov’s research and career. An additional section of the website includes a guide (“Ratgeber“) with articles that are organized by topic, offering users easy access to relevant content.

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The Vagusway approach combines elements of traditional medicine, naturopathy, lifestyle adjustments, psychotherapy, and mindfulness exercises. Patients are asked to track their progress through a dedicated mobile app designed specifically for the therapy.

In addition to redesigning the app’s UI to align with the new branding, we also improved its UX structure to enhance usability and ensure a more user-centered experience. To minimize repetitiveness in the app sections, we designed a wide set of icons for each specific area that users need to track. This included icons for exercises, food, emotions, and more.