For over 40 years, Deepak Chopra has been the international leader of the health and wellness space. In collaboration with Dan + Jason + Co, Deepak, and his leadership team, we rebuilt the Chopra brand and experience—bringing together their expansive collection of expert offerings under one engaging, seamless, and relevant brand for a new generation of wellness enthusiasts.

What We Did


Brand Foundation

Guidelines & Toolkits

Narrative Strategy

Verbal Strategy

Voice & Tone


The Ask

Our understanding of wellness and self-care has evolved. In the midst of a global pandemic, the Chopra Center hoped to reposition and rebrand itself to meet the needs of a modern wellness-minded audience.


The Solution

The first stage of our work with Chopra involved bringing their thriving ecosystem under one brand. In doing so, we were able to streamline the experience and deliver clearer value to consumers. Once this stage was completed, we repositioned the brand to meet the demands of the new wellness space. Our last task was the development of a Chopra app to bring Ayurvedic knowledge to all.


“We partnered with Mackenzie on a huge project to remake the Chopra brand, including strategy, voice, and design.

Mackenzie was a hugely invaluable resource in ironing out the voice, defining usable voice principles, and translating the strategy into high impact copy. I'd happily work with her again.”

Dan Spiegel, Co-founder and Strategist

Dan + Jason + Co

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