Assistance with Elegance

Assistance with Elegance™ (AWE) was created to redefine how we communicate with, support, and develop products for the elderly. Its founder spent over a decade designing the AWEchair, a power lift chair for people experiencing mobility challenges. Through the deep emotional experience of caring for loved ones, the founder questioned: Why do assistive products have to be aesthetically unappealing and functionally subpar? Given that such products take up a lot of physical space in homes and play a significant role in daily life, they should seamlessly blend into the environment, restore dignity, and enable independent living. The AWEchair takes inspiration from the classic club chair, originally invented in France around 1929 and known as "fauteuil confortable" or "comfortable chair." As we age, our taste does not go away. We deserve assistive products that are beautiful as well as functional.

AWE engaged YummyColours to develop a comprehensive brand narrative, launch strategy, visual identity, website, and content for its introduction. YummyColours assisted in assembling a team of researchers, PR specialists, and digital and marketing experts to bring AWE's vision to life. From the beginning, research and data provided important insights into the target audience, shaping a powerful manifesto and solid brand strategy. At its core, AWE is about care—ensuring safety, competence, and trust from product design to customer service and delivery. This philosophy is embodied in its visual identity, which embraces a humanist approach. Handmade elements, combined with elegant graphics, convey emotion, creativity, and artistry, reinforcing AWE’s commitment to thoughtful design and meaningful impact. Storytelling and content play a crucial role in AWE’s launch. From 360º interactive chair renders to a series of long-form videos that feature individuals living with disabilities, celebrating their journeys, achievements, and independence, this approach not only fostered representation but also underscored AWE’s dedication to empowering its customers.