Emm Wants To Upgrade Period Products

If you're someone who menstruates, you're aware of the constant, monthly inconvenience. And beyond the monthly bloodshed, there are the inconveniences that happen during the rest of the month, from continuous tracking to hormonal imbalances and cravings to mood swings. And yet, the period category is dominated by limited knowledge, often monopolized by individuals who don't menstruate and never have. 

To help menstruators overcome viewing periods as an inconvenience and, instead, consider them as a positive health experience, emm is a brand shifting the space. Using data to facilitate better health outcomes, specifically with periods, the wearable tech healthcare brand gives menstruators a sense of awareness of their health.  

Branding agency How&How worked with emm to develop a brand strategy that reflects period's cyclical nature. Inspired by the different phases of menstrual cycles, waves became the visual centerpiece of the identity. emm's logo also reflects waves in the sense of data, and the bold icon paired with a dynamic wordmark creates a sense of strength that goes against the classic stereotypical, overly feminine tropes. 

The packaging system for the wearable technology continues the genderless concept through a sleek design style. The elegant boxes feature the brand's motto, "The next wave of periods are here," the logo, and illustrations of what comes inside the box. The headline typeface is bold, while the thinner typeface is more approachable and soft, creating a beautiful balance across the identity and packaging system. 

Additionally, the color palette that How&How developed for emm goes against classic all-pink concepts. While there are splashes of bright orange and peach, the purples, lilacs, and plums create a beautiful contrast to what's currently on the market in the period space.