"Revolutionizing the perspective on male desirability in women's health industry": an exploration of Evvy's groundbreaking approach to branding.
Women's health brand Evvy challenges traditional stereotypes with its candid and unapologetic branding approach. In an industry often associated with delicate pastels and veiled language, Evvy's packaging design refuses to shy away from reality, instead embracing honesty and dignity.
Evvy's design, inspired by elevated aesthetics and pioneering female designers, offers a disruptive presence in the women's health market. Its innovative identity challenges the mold of dated design, educating, empowering, and breaking away from convention.
Evvy's packaging design boasts a sleek aesthetic that avoids sterility, opting for inky blacks and bright oranges instead of typical 'feminine' colors. This choice moves away from traditional health branding's overly delicate visuals and clinical feel, creating an allure that is both luxurious and serious without adhering to gendered clichés.
"We avoid feminine stereotypes by working with a team uninterested in them," says Laine Bruzek, co-founder and chief marketing officer at Evvy. The team's dedication to authenticity, nuance, and boldness means that lowest-common-denominator design has no place at Evvy.
The brand's visual identity draws inspiration from the natural world, ranging from the Golden Age of National Geographic to the data portraits of W.E.B. Du Bois, as well as artists like Barbara Kruger and Cindy Sherman. Texture also plays a crucial role in Evvy's aesthetic, with microscopy, photocopier effects, and hyper-detailed close-ups conveying scientific precision and creating an aesthetic realness.
"Typography was a critical piece of bringing Evvy's brand to life," explains Bruzek. The typography balances scientific credibility and approachability, with typefaces chosen for their clean, modern, and highly legible nature while also retaining a certain softness and humanity.
The core of Evvy's branding can be seen as a rebellious reframing, offering both scientific rigor and aesthetic depth in a space that has never had it before. "For too long, women have been forced to choose between scientific credibility and a brand that truly sees them," says Bruzek. Evvy refuses this trade-off, building trust by offering sophisticated, data-driven science presented with refinement and depth.
"That's why I love applying the double meaning of 'sophisticated' to Evvy," Bruzek concludes. "We are scientifically and technologically sophisticated, but we also bring aesthetic depth to a space that has never had it. Why shouldn't vaginal health be something aspirational? Why shouldn't it be something people want to understand, optimize, and celebrate?"
In summary, Evvy's packaging design boldly redefines the standards of women's health branding. Embracing honesty and authenticity, the brand confronts traditional stereotypes with candid and unapologetic visuals, establishing an identity that delivers both luxury and scientific precision. This strong, disruptive presence not only empowers and educates its audience but encourages confidence and informed decision-making in the realm of women's health.
- Evvy's design, inspired by female pioneers and the natural world, brings a disruptive presence to the women's health market, challenging conventional design.
- The brand's packaging design features a sleek aesthetic, using unconventional colors like inky blacks and bright oranges instead of delicate pastels.
- The team at Evvy, committed to authenticity, avoids feminine stereotypes and opts for a bold, nuanced approach.
- Typography plays a crucial role in Evvy's branding, balancing scientific credibility with approachability and humanity.
- The brand draws inspiration from sources like the Golden Age of National Geographic, artists like Barbara Kruger and Cindy Sherman, and scientific data portraits.
- The brand's design philosophy is a rebellious reframing, offering scientific rigor and aesthetic depth in the realm of women's health.
- By refusing to compromise between scientific credibility and female empowerment, Evvy builds trust and encourages confidence in its audience.
- Lain Bruzek, co-founder and CMO of Evvy, advocates for the brand's dual meaning of sophistication, encompassing both scientific precision and aesthetic depth in the women's health industry.
