1mg started as a healthcare information destination, designed to democratise healthcare in India. Over time, the company evolved and added services such e-pharmacy, e-diagnostics, and online doctor consultations to their offering. As the category grew and new brands entered the market, 1mg needed to break through the clutter and create a brand that could encompass multiple product offerings. Spring partnered with the 1mg team to rethink the brand purpose, and craft a new identity & consumer proposition.