Favor
A wellbeing coalition for women and people who menstruate.
When it comes to our health, women and people who menstruate know how it feels to be dismissed, talked over, and shamed. Favor wanted to change that, by creating a new system.
We created a brand that sees and supports all women and people who menstruate. Starting with the name, Favor, which evokes the kindness and compassion that speaks to the hot-hearted care the brand delivers. And a system that brings to life the wellbeing coalition we've been waiting for.
- Brand Positioning
- Naming
- Architecture
- Nomenclature
- Verbal Identity
- Visual Identity
- Website Design & Copy
- Packaging
- Launch Campaign
- Brand System Guidelines
To bring this brand to life visually, we found inspiration in quilting. As a communal activity that has both function and artistic value, we looked at Favor’s offerings in the same way. Each block represents something different, and when they’re woven together they creative tapestries that tell stories found within Favor.
Our verbal identity wanted to lean into the unspoken language that women and people who menstruate share with each other. Combining our tender and intuitive sides, with unladylike and fervent to bring out our edge.
Bringing to life that sisterly connection that all of us feel was important to introducing the brand. Our launch campaign tapped into the subtle relatability of how living in a world built for men can feel, and then transitioning that into what it’s like when women see and support one another.
With a lot to communicate at launch, we wanted the main takeaway to be the emotional connection. That warm, uplifting feeling you get when you really feel seen and heard. But we also wanted to make sure what Favor does and the industry they’re in were also clearly communicated.
We know how it feels to be looked over, looked past, and looked through. It’s why we made a wellbeing coalition for us, by us. To offer care that sees and hears all women.
Even though women have a shared experience, we also wanted to honor that no two women are alike.
