emm
Branding
emm: Empowering the Healthcare and Femtech Revolution
How&How undertook an exciting endeavor to develop a brand new look for emm, healthcare, and femtech at the forefront of empowering women.
Menstruation, an experience shared by approximately 26% of the global population, it is universal and deeply personal. Menstrual cycles, much like waves, ebb and flow in a rhythmic pattern, and this served as a metaphorical representation of the brand's essence. Waves symbolize movement, power, and resilience—characteristics that align perfectly with emm's mission of empowering women throughout their menstrual journeys.
By acknowledging these nuances, they set the foundation for a brand that would resonate with women worldwide, carefully crafted an entire visual system that featured a stylized wave, capturing the fluidity and strength of the menstrual cycle. With the visual identity in place, How&How focused on creating a compelling brand strategy for emm. They coined the term "emmpowerment" to encapsulate the brand's core message and brand name: empowering women to take control of their menstrual health and well-being.
