How&How turn the tide on female healthcare in their vibrant identity for femtech revolutioner Emm

“On average, menstruators spend seven years of their lives on their period,” says healthcare and femtech company Emm. In response to the underfunded and under-researched field of reproductive health, they are creating the next generation of consumer health products designed to empower individual health through technology and specialist knowledge. Emm’s smart menstrual cup – the first ever bio-wearable menstrual product with an integrated sensing system – provides accurate personalised data of period cycles and flow rate, leading to a greater awareness of menstrual and gynaecological health.

To reinvigorate their image and shift the health management dynamic Emm teamed up with international agency How&How. The outcome, putting health management into the hands of the individual, turns a ‘monthly inconvenience’ into a positive health experience. Building on Emm’s pre-existing brand strategy, Creative Director Cat How and her team developed a visual language and tone of voice that speaks to menstruators who understand their body inside, out. The logo – a thick, bold visceral icon – depicts the patterns and waveforms of data, female cycles and health. Paired with a high-impact, powerful logomark, the key elements communicate both strength and fluidity; a duality central to the brand.

Waves are at the heart of the visual language. A series of monolinear kinetic illustrations capture these ‘waves’ in all their forms; from the menstrual cycle phases and the emotional and physical ‘waves’ that accompany symptoms, to the shape of the product itself. These flowing, rotating forms are integral to Emm’s core brand idea: ‘Catch Your Wave.’

Rather than lean into clichéd gender stereotypes, the palette combines a dynamic orange as its primary colour with an energising and bright violet purple; aiming to stimulate, uplift and “promote the possibility of positive periods.” These are accompanied by white, peach, lead and aubergine, which, according to How&How, “emphasise cues of credibility, technology and health.” In a similar fashion, Florian Karsten’s FK Screamer – bold, with tight spacing – was the perfect choice for communicating Emm’s punchy, powerful headlines. To emphasise the brand’s warm and refined personality, the studio selected Peregrin Studio’s Denton as the secondary typeface. 

How&How

Emm