Round 26% of the worldwide inhabitants menstruates, making it a extremely common expertise, but it is an extremely private and particular person one on the identical time. This month-to-month occasion varies broadly from individual to individual by way of issues just like the size of a cycle and the standard of blood. And these organic variations are additional sophisticated by a widespread schooling hole, which implies this pure course of stays a stigmatised expertise for a lot of.
This could be a large missed alternative for bettering life, as interval well being can provide helpful insights into extra common well being points. That is why Emm, the world’s first good cup, combines wearable tech with correct, personalised knowledge to present ladies useful consciousness of their menstrual well being.
In a society the place interval well being remains to be seen by many as a low precedence – witness the present controversy over UK supermarkets not passing on the abolition of the “tampon tax” – it is a welcome, constructive step ahead.
For its branding, femtech firm Emm partnered with How&How, a artistic company primarily based in London, Lisbon and LA whose progressive tree-planting browser extension we coated just a few months again.
“In a class outlined by unheard voices and invalidated experiences, we labored intently with Emm to show a month-to-month inconvenience right into a constructive well being expertise,” explains artistic director Cat How. “We aimed to assist them open new conversations between sufferers and docs, utilizing knowledge to nurture efficient care and higher well being outcomes, significantly when it got here to durations.”
How&How constructed on this model technique, creating a brand new visible id and tone of voice that displays the inherently cyclical actions of durations. They designed all the pieces across the central organising idea of ‘waves’.
“Waves lie on the coronary heart of this expertise, from the completely different phases of the menstrual cycle to the metaphorical tides of signs which can be felt, in addition to the form of the product itself,” explains Cat. “They had been integral to Emm’s model thought: ‘Catch Your Wave’.
“On the floor, it displays the product’s skill to seize blood,” she continues. “However at its core, it speaks to a possibility: the chance to make use of tech to do one thing new together with your well being and essentially remodel it.”
Consequently, Emm’s brand has been designed to mirror the patterns and waveforms of information, feminine cycles and well being. A thick, daring, visceral icon supported by a robust wordmark. This mix of energy and fluidity is a key rigidity that permeates the model.
Emm’s brand is supported by a color palette that displays integral facets of the model, with its progressive and optimistic nature mirrored in its major color, Daring Orange. “The color stimulates, uplifts, and promotes the opportunity of a constructive interval,” explains Cat. “That is balanced by white, peach, violet, lead and aubergine, emphasising cues of credibility, know-how and well being.”
Impressed by this icon, the How&How workforce created a collection of illustrative waveforms which emulate the cycles and patterns of feminine well being and are used to champion individuals and merchandise. There are two major typefaces. “For punchy, highly effective headlines, we use FK Screamer,” Cat says. “Its tight spacing and compact proportions make it a strong, daring sort. Denton was used as secondary for heat and refinement.”
“We’re so grateful that How&How agreed to work with us on constructing our model,” says Emm’s founder and CEO, Jenny Button. “We have been blown away by the outcome: it has a lifetime of its personal past what we ever imagined for it.
“This model is our platform to construct a relationship with customers that can essentially impression their high quality of life,” she provides. “By way of our collaboration with the How&How workforce, now we have a model with a transparent, highly effective voice that can join with individuals throughout the variety of the feminine expertise. All of us felt the care and duty that How&How exercised in constructing an expression of our firm imaginative and prescient with us.”