Some details
Services:
Brand Strategy, Brand Identity, Packaging
Problem:
Hope and Her came to us as Vaginismus.com. They were a pioneer of information and at-home treatments for vaginismus, but in recent years had lost their competitive edge due to copycat products and a changing millennial customer base.
Insight:
The vaginismus category was extremely conventional - an overuse of pink, nondescript white
boxes of product, cold efficacy claims, and medical diagrams were the norm. But we realized to our hero, this wasn’t just a functional or rational issue. This was a deeply personal and emotional challenge that made them feel like less of a woman at their very core. It was our role to bring hope so our hero could feel whole again.Outcome:
We began by evolving the brand architecture and business model. Vaginimus.com remained as a educational ‘wikipedia’ resource that delivered strong SEO and funneled users into purchasing funnels. This was complemented with a new millennial-focused eCommerce offering called “Hope &, Her’ that delivered new holistic treatment plans. A brand strategy was created by using emotion as a disruption tool. We weren’t just selling dilators and treatment plans, we were selling hope. Hope for healing. Hope to feel whole and confident again. Hope for a new day. This was coupled a positive tone of voice and modern graphics that stood apart from the category. When it came to packaging the aim was to take away the shame associated with receiving product in an unmarked boxed. Our hero was down, not out. So we created a packaging suite that was experiential, informative and uplifting.