ANTWELL
Care Homes & Age Wellness
Brand Repositioning

In response to a shifting demographic landscape, we partnered with Ant Yapi to reposition a premium housing project for the elderly. The project faced a challenge due to the massive Turkish cultural taboo around placing parents into a home". On top of that, our research revealed that Baby Boomers, the target audience, tend not see themselves as old as they are, and fear confinement in old age.

To tackle this, we strategically positioned Antwell as a private club for the well-living, emphasising flexible living arrangements and self-improvement facilities. The focus shifted from healthcare to wellness, alleviating associations that Baby Boomers found undesirable.

By targeting the elderly demographic directly rather than their adult children, and making them the influencers in the decision-making process, we successfully reframed the narrative, presenting a vibrant living experience for active individuals who want to begin again.

Check out Antwell Suites here.