Lura Health — Unlocking a New Dialogue with the Human Body
Lura Health is pioneering continuous, non‑invasive health monitoring powered by saliva — a tiny sensor that opens a new frontier in personalized wellness.
Lura’s mission is to give everyone the power to have an ongoing conversation with their body through subtle yet powerful biological signals.
Turning saliva into a new language for human health
Health wearables have driven demand for continuous insight into well-being, but many existing tools fall short: smartwatches provide limited signals, and traditional medical diagnostics are invasive, intermittent, or inconvenient. Lura identified an opportunity in a fluid we all carry — saliva — to unlock access to hundreds of biomarkers without pain or disruption.
Our Partnership with Lura Health
Lura’s breakthrough technology needed a brand and narrative that could reframe how people think about health and the body. Demos Studio partnered with Lura to build a category‑defining identity and strategic platform that did more than visualize the product — it shifted perception. The challenge wasn’t only the tech itself, but reimagining saliva — historically overlooked and dismissed — as a vital signal and source of insight.
We helped define Lura’s category positioning around bio‑linguistic health: empowering ongoing dialogue between a person and their biology.
We developed a visual identity and brand voice grounded in fluidity, exploration, and personal insight.
We crafted brand storytelling and digital experience that makes advanced health monitoring feel approachable and aspirational.
Impact of the work
Funding
Lura secured ongoing funding from the National Science Foundation
Customers
The company has partnered with one of the world’s largest public dental companies
Future
Lura successfully raised a bridge round to extend runway through FDA approval
By turning a once‑ignored bodily fluid into a hero of human physiology, Lura and Demos helped unlock a new cultural conversation about health — one driven by clarity, curiosity, and empowerment.
“In the last year almost every medical and dental leader knows who Lura is and follows what we're doing. That was made possible by the branding and positioning work that Zeus Jones created for Lura.”
Daniel Weinstein, CEO at Lura
