Lura Health
Unlocking a new dialogue with the human body.
The work
What if we could speak with our bodies in a steady, ongoing dialogue? What if the key to that conversation lay in something so familiar it’s often dismissed? Saliva—a fluid we wipe away and try not to think about—might hold answers we’ve been searching for. This was the challenge we embraced with Lura Health: building a brand for something so essential yet often overlooked.
Our roles
- Category Strategy
- Brand Strategy
- Brand Identity
- Brand Design
- Digital Asset Library
- Website Design
- Investor Presentations
- Sales Presentations
The Opportunity
Rethinking wearables and health insights.
Health wearables have become immensely popular as people seek greater insight into their well-being. Yet, existing solutions face clear limitations. Smartwatches, while noninvasive, provide limited health insights. Though effective, blood tests, glucose sensors, and other data-rich solutions have drawbacks: they’re intermittent, invasive, and often painful.
With its groundbreaking innovation, Lura Health has redefined this paradigm: a noninvasive wearable that delivers real-time, incredibly detailed insights into our health. What makes this possible is Lura’s utilization of saliva, a body fluid rich in biomarkers that provides insight into hundreds of health indicators. This tiny, revolutionary sensor removes the pain, inconvenience, and invasiveness typically associated with in-depth health monitoring.
Convincing consumers to embrace both a new behavior and a new wearable takes more than just building the technology. While innovation can grab attention, larger scale momentum comes from cultural relevance—creating a deep connection that turns new technology into a movement. A thoughtfully crafted brand, rich with meaning and visually disruptive, lays the foundation for making that cultural impact.
Our Approach
Transforming perception: from resistance to insight.
Our challenge, however, wasn’t just technological. It was cultural. Despite being an incredible mirror of our health, Saliva is something people wipe away and avoid acknowledging. Our insight was simple yet profound: saliva is the “other vital fluid,” as essential and revealing as blood but without the same cultural acceptance. Lura’s vision was to champion saliva's hidden potential and reframe how people perceive it.
We crafted a brand story that celebrated saliva’s transformative power, embracing its fluidity and hidden potential. Our creative approach showcased how this often-overlooked element provides effortless yet profound insights into our health. The resulting brand didn’t just inform—it elevated saliva’s significance, turning it into something to be recognized and valued. Every detail, from the dynamic fluid patterns and the carefully chosen colors reflecting saliva’s natural spectrum to the language we used—like “See your spitting image”—was directly inspired by saliva itself.
Designing the future of health.
The result was a comprehensive reimagining of the Lura brand: a design system and visual identity that embraced the power of saliva, a website that feels more like a lifestyle brand than one for a medical device, a category-defining narrative, and investor materials that truly showcased the power of Lura’s new brand and device. At the core was an essential idea: “Our next-generation health monitor unlocks an ongoing dialogue between you and your body.”
“In the last year almost every medical and dental leader knows who Lura is and follows what we're doing. That was made possible by the branding and positioning work that Zeus Jones created for Lura.”
Daniel Weinstein, CEO at Lura
The Outcome
Positive impact and momentum.
The impact has been undeniable. Since the rebrand, Lura Health has reached significant milestones:
🦷 Partnered with the world’s second-largest public dental company.
⚗️ Secured ongoing funding from the National Science Foundation.
💰 Successfully raised a bridge round of financing, providing the runway for full FDA approval.
By creating a new cultural narrative around saliva, we’ve helped Lura create an entirely new category–continuous non-invasive holistic health monitoring. Once an afterthought, Saliva becomes a hero of human physiology—a powerful, unassuming key to better understanding ourselves. Together, we’ve unlocked a new dialogue with the human body—one that has the power to change lives.
Our team
Adrian Ho
Alex Register
David MacDonald
Elida Holte
Foram Nyberg
Ilana Horwitz
Jacob Boie
Reuven Perlman
Sam Stanfield
Sarah Youngquist
Our partners
Kolya Tevosyan 💻
