Modern Emergency Kit Gets Makeover

by Tiana Spellman on 07/23/2012 | 3 Minute Read

Editorial photograph

The fashion forward Ms. & Mrs. Rebrand to Pinch Provisions. New Name, Identity and Packaging System by Beardwood&Co. Emphasizes Essentials

Ms. & Mrs., the leading purveyor of premium emergency essentials, discovered that its coveted line of personal care kits (Minimergency®, Shemergency®, and Hemergency®) had better recall than the company’s name. They partnered with Beardwood&Co., specialists in branding and innovation, to rename the company, Pinch Provisions, and to design a fresh, cohesive packaging system for its kits and the essentials within.

“We felt that there was a strong disconnect between the brand and product experience. Not only was our name often mispronounced, but it no longer reflected what our company had become,” said Georgette Kaplan, president and co-founder of the mother-daughter company. The company’s video sums it up. Launched in 2004, the company is known for creating personal care kits that combine the sensibility of a beauty or fashion brand with the function of a general store.


Designed to handle beauty blunders, grooming gaffes, and fashion faux pas, their survival kits contain a surprising number of emergency essentials. For example, one of the company’s most popular products—the Minimergency Kit for Her—is smaller than a cupcake and includes 17 must-haves: hairspray, clear nail polish, nail polish remover, emery board, lip balm, earring backs, clear elastics, mending kit, safety pin, double-sided tape, stain remover, deodorant towelette, pain reliever, tampon, breath freshener, dental floss, and an adhesive bandage.

“We needed to develop a unique and ownable name that communicates the brand experience to a broad, unisex audience,” said Julia Beardwood, founder, Beardwood&Co.  “Our challenge was to create an umbrella brand name that would work with the existing product names and provide flexibility to develop new ones.” They came up with Pinch Provisions: it provides what you need in a pinch, while also alluding to the diminutive size of much of its product line. According to Kaplan, “People love to feel prepared for life’s little emergencies—not only for themselves, but for those around them. We’re thrilled that our new name communicates this emotional benefit, while also reflecting our playful personality.”

“The brand look and feel needed to balance charm and premium appeal with the confidence of being prepared for anything life throws you,” says Sarah Williams, partner/creative director, Beardwood&Co. The clean, simple, modern identity is bold enough to stand out in fashion-driven retailers.

Designed by Beardwood & Co

Editorial photograph

Editorial photograph

Editorial photograph

You may also like