Oddity’s pragmatic identity for IMMI matches the menstrual tracking watch’s accessible approach

Designed as an affordable and, crucially, accessible gadget for low-income communities, IMMI is a menstrual tracking watch that doesn’t require charging or a smartphone connection. Set to be distributed via women’s health charities and educators to best support those who would benefit from the technology. In need of an identity and packaging system equally as accessible – and affordable – as the product itself, IMMI collaborated with Hong Kong-based design studio Oddity to craft the brand’s tranquil visual identity. Beginning with a pragmatic choice of calming hues that make up IMMI’s colour palette, Founder and Creative Director Alice Mourou tells us, “we were looking for cost-efficient production,” swiftly deciding on a purely monochromatic use of text. “We decided on day one that this brand identity should be printable on any office printer,” Mourou explains, using simply black ink on easily accessible paper stocks. “Conceptually we were leaning towards soft skin colours from pale nude to tan and dark chocolate tones,” she notes, “with accents of nature-inspired colours such as green and violet.” Taking the concept of the body’s form and figure into the brand’s typographic output, Oddity developed a bespoke display typeface for IMMI’s wordmark; crafting a striking construction that contrasts its accented ink traps with soft curves – inspired by the visual rhythm of the human body. “We were encouraged by the graphical nature of IMMI’s name to play with the lines,” Mourou explains, recalling their “generic” initial exploration of clock hands and cycles. “This search for softness led us to ink traps in the symbol,” she tells us, resulting in a set of thoughtful, reserved and compelling letterforms, firmly grounded in the brand’s story.