emm

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.

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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.

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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.

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