A family of characters built to put a human face on digital healthcare turning packaging, onboarding and everyday touchpoints for TATA1mg into moments people recognise themselves in.
TRUST BRINGS PEOPLE IN.
FAMILIARITY BRINGS THEM BACK.
That became the starting point for Hoomies. Tata 1mg had already become one of India's most trusted healthcare brands. The opportunity was to make it equally memorable. Rather than introducing a single mascot, I designed a family of characters inspired by the people behind healthcare because the most comforting part of medicine has always been human.
Across India, characters have long been woven into the way brands communicate. We don't simply recognize them, we grow up with them. Hoomies was created to feel just as familiar.
HEALTHCARE RARELY BEGINS IN A HOSPITAL OR ON AN APP. IT ALWAYS BEGINS WITH POEPLE.
We rarely remember healthcare because everything went perfectly well. We remember the doctor who stayed back after hours. The medicine delivery partner who arrived before dinner. The grandmother who insisted on turmeric milk. These people never appear in healthcare branding, even though they're often the reason healthcare feels human. The strategic bet: rather than adding another logo or a single mascot, I built a cast of characters who could live across the whole journey- onboarding, health content, packaging and delivery to carry warmth into every step.
Healthcare is no different.
The initial ideation explored 72 characters, which were refined into a final set of 14 key characters: 7 representing healthcare service providers and 7 representing user personas. The user personas were developed to reflect audiences primarily from Tier 1 and Tier 2 cities, aligning with Tata 1mg’s target audience.
But before drawing people,
I watched them.
Outside pharmacies.
Inside waiting rooms.
On streets.
In conversations.
I wasn't looking for perfect anatomy.
I was looking for familiar habits.
Every family has someone who talks too much. Someone who fixes everything. Someone who remembers everyone's medicines.
Healthcare is no different.
Healthcare is no different.
People don't remember illustrations because they're beautiful.
They remember them because they feel like someone they've met before.
the form is designed based on indian body structure.
They remember them because they feel like someone they've met before.
the form is designed based on indian body structure.
Each character's face shape reflects their role and emotional influence.
ALTHOUGH AT THIS STAGE WE ONLY HAD THE BASIC MOULD