Jasnum
Feminine Power
PROJECT
Building a brand of supplements that speaks directly to women experiencing menopause – warm, approachable, and distinct from the clinical noise of the category.
CHALLENGE
Menopause changes a lot, but one thing remains constant: a woman’s sense of self. This insight shaped our approach to Jasnum. The challenge was to break away from the cold, medical tropes and create a brand that feels personal, supportive, and empowering. The goal was to meet women where they are, offering more than symptom relief – a brand rooted in self-care and confidence.
EXECUTION
After presenting the initial concept for Jasnum, we were entrusted with shaping the brand narrative and overseeing the entire customer experience. We adopted an iterative process, fine-tuning every element along the way to ensure authenticity and relevance.
We crafted a brand narrative that centered on individuality and authenticity, with the word JA (me in Polish) anchoring the name Jasnum. This focus on self made it clear: Jasnum is about more than managing symptoms – it’s about owning this stage of life with strength and grace. The visual identity leaned into warmth and friendliness, deliberately steering away from anything too clinical. For the brand imagery, we featured real women, unretouched and natural, shot in a selfie-inspired style. This approach added an intimate, relatable touch, reinforcing the idea of authenticity and personal empowerment.
RESULTS
USP Zdrowie successfully launched Jasnum, a brand that normalizes conversations around menopause. With our strategic guidance, Jasnum became a supportive and approachable solution for women, enhancing their well-being and empowering them to embrace this stage of life with confidence.
