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.’