We want simple solutions for complex problems we face everyday, especially in terms of our health.
With this insight, we re-looked at &ME, as a brand. With brainstorming sessions with the team, we asked ourselves basic questions like—
What does the brand communicate? What does it believe in? Who is the brand’s target audience? What are women asking for? etc. We collected data from our women consumers, understood their needs, their preferences and put in our own experiences to bring answers to these questions.
What does the brand communicate? What does it believe in? Who is the brand’s target audience? What are women asking for? etc. We collected data from our women consumers, understood their needs, their preferences and put in our own experiences to bring answers to these questions.
One of the major things we noticed was the way women read our brand name— Me. And the way it was searched on different platforms, & Me, and me, Me drink. This brought us to our first problem to solve, the logo and name.
While women love the name, the legibility in the logo was becoming a problem. We asked ourselves, do we need this change? Will people adapt to this? Will this affect our consumer? Will it make them think that this is a new brand and will we have to rework on gaining that trust?
While women love the name, the legibility in the logo was becoming a problem. We asked ourselves, do we need this change? Will people adapt to this? Will this affect our consumer? Will it make them think that this is a new brand and will we have to rework on gaining that trust?
Simplification was the only way out.
We kicked off the design process by selecting a new typeface for the brand— Rubik. We fixated on this for its elegance, simplicity and versatility. I believe this font represents the bold, delicate and gracefulness of a woman as she matures with age. It represents different stages of a woman—from puberty to menopause and beyond.
Next we did was changed the way the brand name was read:
&Me >>>andMe
&Me >>>andMe
We decided to categorise our products to make it a simple search for women when they land on our website. They have the option to shop by concern making it easier to identify the problem and address it with the right product.
We created categories with the existing range of products.
We created categories with the existing range of products.
We went back to what our andMe women loved about us— the fact that we give out information and educate them. Unlike many packaging labels (I am guilty of reading the backside of every label as a past-time activity), our boxes and jars have always had a story to tell. It was designed to educate women about the problems they were facing.
Our very first packaging was Vaginal Care’s Probiotic + Prebiotic iced tea box. It was simple. At the very first instinct I knew I wanted something linear, simple and illustrative that tells me a story.
Our very first packaging was Vaginal Care’s Probiotic + Prebiotic iced tea box. It was simple. At the very first instinct I knew I wanted something linear, simple and illustrative that tells me a story.
We created a story of our muse— a mother with two daughters. The younger one had entered puberty. She was still exploring the changes in her body. The older one is way past that. She is now a woman, taking on the world. She faces day-to-day stress, excitement, faces hormonal changes affected by external factors such as her lifestyle. She is exploring womanhood with young blood. And then there is the mother of these two beautiful women. She has seen it all— puberty, youth, motherhood. She has her own set of bodily problems to deal with like menopause, joints getting weaker, energy levels decreasing, etc.
We’ve created a world where women who relate to our muse find an escape. Our goal of focusing on their health is for them to rely on us so that they can focus on themselves. They can focus on their dreams and goals. So we created a world where their dreams have come true.
The girl in the front is always doing an activity that she dreamt of. In this case, we chose a girl reading and relaxing instead of having to worry about her health. It is assumed that the product is already doing its magic and soothing the irritation and pain which lets her focus on things she would rather do. The girl in the back is us. We are constantly brewing solutions with Ayurveda and science and always have our women’s back!
Our sole intent was to create an experience through functionality of the product. Each and every communication only focuses and answers what women want.
