With its branding for Milamend, Parker makes you think about what a health supplement can look like

Milamend is a hormonal health solution that is made for women tackling health issues such as PCOS – a condition that can throw the body’s natural ways of working off-kilter. Since it is aimed to soothe such a sensitive condition, the product needed an identity that was warm and intimate and one that inspires trust. Parker took on the task of creating not just a look but an entire brand world that would speak of the product’s intention and promise. “The visual direction for the brand was influenced by a wide range of sources, primarily outside the health and wellness space. To establish a premium and trustworthy identity for a global audience of women, we expanded the creative toolkit beyond the typical industry norms,” Principal Creative Director Tyler Eide tells us. “Drawing inspiration from beauty, luxury, and editorial brands, we sought to soften the scientific edge of this supplement brand. Elevated photography and strong typography provided a sharp and trustworthy foundation for ethereal graphic elements, an ornate brand symbol, and a vibrant language.” It was important for Parker to imbue Milamend with a sense of elegance and femininity. This intention is felt in the make of the custom wordmark, which in spite of being set in a serif, carries a certain softness. Case in point: the ‘LA’ ligature which, through its gentle curves, adds a certain flair and impacts the way the word reads. “Our goal was to create a wordmark that was light and elegant yet understated. It was intentionally designed to avoid overpowering the overall identity, leaving space for the photography, animated graphic devices, and brand symbol to shine,” Eide explains.