Eve Wellness Rebrand and Product Launch

Eve Wellness is a women’s health brand revolutionising the way we talk about hormones, periods, and sexual wellbeing. Unlike typical supplement brands, Eve began by building a lab and conducting extensive research. They found that 87% of over 14,000 surveyed women experienced signs of hormonal imbalance. This data inspired their range of science-backed supplements aimed at ambitious young women (late teens to mid-30s) seeking to take control of their health.

Initially, Eve Wellness focused on at-home hormone tests. However, with the launch of their supplement line, it became clear that their audience skewed younger than expected. They needed a fresh brand identity that resonated with a younger, dynamic demographic, while boosting sales for both the supplements and hormone tests.

Project Scope: Branding, Packaging, Website UI/UX, Point of Sale, Digital ads

Branding & Packaging Solution: I collaborated closely with Eve’s marketing team to create a playful yet supportive brand, blending the jester and caregiver archetypes to appeal to “Evies” — ambitious women unafraid to prioritise their health. The brand identity was refreshed with a retro-inspired pastel palette and playful typeface, giving Eve a fun, youthful look. Each supplement had a bold, minimalist design and quirky names like “Period Pal” and “Chill Pills.”

Website UI/UX Solution: Working collaboratively with Eve’s in-house development team on Eve’s website was a great experience. Finding solutions together and not being restricted by a traditional eCommerce template let us push creative boundaries. The website's UI/UX was streamlined, introducing a ‘Friends with Benefits’ loyalty programme and upsells at checkout, making it seamless for customers to stay on top of their health journey.

Results: The rebrand was a success, with supplement sales surpassing those of hormone tests. With a refreshed, relatable brand identity, Eve is set up for long-term success in a competitive market. This youthful, engaging look is not only attracting loyal customers but also positioning Eve as a trailblazer for innovation in women’s health products, supporting future expansion and product diversification. Three years on from the initial rebrand Eve has expanded its supplements range from 3 to 15 and has entered international markets, solidifying its place as a leader in women’s health.

Credits & Collaborations: Product photography by Kate Battersby. Model photography by DDB.

Full case study available here: https://wildflowerstudio.co.nz/portfolio-join-the-evolution/

Animated case study available here: https://vimeo.com/1076201219