Jasnum
Feminine Power
PROJECT
Menopause changes a lot in a woman’s life. However, we believe that what truly matters – the inner self, untouched by time – remains the same. That is why we focused on it, working on a brand of supplements supporting women in the menopausal period.
USP Zdrowie, in cooperation with an external company, prepared a design project. However, neither the overall impression nor the information architecture on the packaging seemed satisfactory. When we talked about our idea for Jasnum, the client entrusted us with creating a narrative and overseeing the entire brand experience. We proposed an iterative process during which we made following adjustments.
IMPLEMENTATION
We changed the fonts. We rearranged the information architecture on the front of packaging. We chose new brand colours. They are more lively, full of energy and depart from medical associations. We made sure that Jasnum was more pleasing to the eye, and that consumers felt comfortable recommending the product to their friends.
We also placed a clear emphasis on the “I” (in Polish: “Ja”), which is part of the name. This is visible both in the design and in the photo shoot featuring natural, beautiful women. We completely gave up retouching. We focused only on make-up and lighting. We proposed a form that suggests that our protagonists take pictures of themselves.
RESULTS
USP Zdrowie has successfully launched a brand that normalises the approach to menopause. Consumers have gained a new remedy that supports their well-being. And we are glad that we were able to support our client with our experience and knowledge about the category.
