Aliva, the company behind the world’s first medical device to treat severe dry mouth, has unveiled a fresh new look crafted in collaboration with design agency KIND. The rebrand reflects Aliva’s dedication to improving the lives of people dealing with extreme dry mouth while strengthening the emotional connection between the brand and its users. The updated identity focuses on simplicity, clarity, and warmth, aligning with Aliva’s mission to provide healthcare solutions that fit seamlessly into everyday life.
The new logo keeps the familiar smile from the previous design but with thoughtful tweaks to make it stand out more. The smile, which hints at the shape of the device’s tubing, has been thickened for a bolder, more confident look. It’s not just about the product delivering hydration but about the relief and comfort it brings people. The curve blends smoothly with the typography, creating a clean, unified design.
Typography plays a big role in the rebrand. The updated wordmark uses a geometric sans-serif font with clean, modern lines that feel professional yet approachable. The letters are spaced for balance, with small design touches that add warmth. One subtle detail is the inverted crossbars in the letter “A,” which mirror the smile’s curve below. This creates a subtle, face-like effect—almost like the letters form eyes and eyebrows—reinforcing the brand’s focus on human well-being.
The original light blue has been deepened into a richer, more vibrant shade. The new hue feels fresh and reliable and helps the brand stand out.
Regarding packaging, the new design is all about simplicity and functionality. The boxes have clean layouts with plenty of white space, making the logo and product details pop. There’s a playful touch—a pull tab that reveals the smile motif—adding a small, satisfying moment to the unboxing experience. The packaging uses natural textures, like warm wood tones, to balance the clinical feel of the blue with something more personal and inviting. It’s a subtle reminder that while this is a medical device, it’s part of someone’s daily routine.
The product itself—a discreet, portable hydration pump—has a sleek, minimalist design that blends easily into different environments, whether at home, work, or on the go. Its understated look helps reduce the stigma often associated with medical devices, making it feel like a natural part of everyday life rather than something clinical or cumbersome.
The name “Aliva” remains central to the brand’s identity. It’s rooted in “alleviate,” highlighting the product’s role in easing discomfort. At the same time, it phonetically nods to “saliva,” directly linking to the condition it helps manage.
The updated visual system is flexible, ensuring consistency across everything from product packaging to digital platforms, creating a cohesive, meaningful brand experience for people everywhere.
