Sexual health and wellness can be intimidating. But TBD Health is a brand that encourages consumers to feel empowered by understanding their health. The brand focuses on at-home STI testing, and the packaging, designed by Hey, reflects the brand’s approachable nature. Instead of moving in a medicinal route, the brand’s packaging feels more reflective of wellness brands than healthcare brands. The system is highly empowering and unthreatening by using optimistic and energetic color palettes and engaging identity.
TBD Health is the startup that’s shaking up the home STI testing market. They are creating an experience that will change how women think about their sexual health for good.
Knowing is better than not knowing. That’s why TBD makes sexual health testing quick, easy and totally private so women can know more with less hassle, and feel empowered to take care of their health. The TBD community also offers continuous support before, during and after testing.
Daphne Chen and Stephanie Estey, the Co-founders and Co-CEOs, commissioned us for a full branding package with a clear brief: they wanted a visual identity that was engaging, inclusive and empowering.
The visual language is based on the varied shapes of the female body, creating organic and suggestive patterns that generate a dynamic brand identity. The vivid, diverse colour palette transmits optimism and confidence.
The logotype is an understated bespoke stencil typography that complements the graphic system. The idea is to let the graphic system do the talking while the logotype remains in the background.
