HUMN Period Products
Branding + Packaging

THE CHALLENGE

Period brands are very feminine and often not inclusive. My goal was to create a product that is inclusive, and uses neutral language and imagery.

Integrated Design
Strategies Class

PROJECT

RECOGNITION

Gold Addy Award
Cleveland, Ohio

As a student at Cleveland State University, our class was tasked with creating a new direct-to-consumer specialized online retailer. This included developing a visual identity and a basic group of communication elements to promote the product and brand.

We were to Identify a target audience and develop an integrated promotional campaign that reinforces the company’s brand position and introduces the new product.

OVERVIEW

Research

Branding

Packaging Design

Visual Design

ROLE

DATE

Spring 2019

PHASE 01 :
THE RESEARCH

Conducting competitive research included taking a deep dive into potential competitors’ messaging, values, and overall identity. This allowed me to see gaps, potential pain points, and better position my brand within the industry.

COMPETITIVE RESEARCH

Understanding the audience is a key component of marketing. These personas demonstrate a clear picture of my target audience and help create meaningful interactions with products.

PERSONAS

PHASE 02 :
KEY MESSAGING

With a deeper understanding of the competitive landscape and my target audiences, I was able to develop core brand values and personality traits that I used as a jumping off point for the creative direction.

KEY MESSAGING

CORE BRAND VALUES

EMPOWERMENT

INCLUSIVITY

COMMUNITY

QUALITY

DOWN-TO-EARTH
Everyone belongs in the HUMN family
because we stand for all.

PERSONALITY TRAITS

DARING
We’re not afraid to be different and
embrace what makes us all unique.

RELIABLE
You can always rely on receiving the highest quality products each month.

SUPPORTIVE
We want you to feel confident and seen when using our products.

For good humans.

We give a damn.

For all.

Live free.

Join the revolution

KEY MESSAGES

TAGLINE

Period Goods, For Good Humans.

Welcome to
the revolution.

BRAND PROMISE

We’re committed to delivering quality products, that are inclusive to all; because we give a damn.

PHASE 03 :
BRAND IDENTITY

I was asked to create an identity for Drughelp.care that is approachable, understanding, and knowledgable.

BRAND IDENTITY

The main Humn logo lockup was designed to be bold, gender-neutral, and confident. The underlined “U” helps convey Humn as a brand focused on the individual.

The sans-serif fonts used were chosen for their geometric letterforms and slightly rounded finish, adding a bit of warmth.

LOGO

COLOR PALETTE

The minimal color palette is intended to stand out amongst other, more feminine brands, and to be more inclusive. Using minimal colors allows the messaging and other brand elements stand out.