Brand Launch
Doctor Wise, a new brand of Homeopathic remedies for the relief of menopausal symptoms, launched nationally across 2,000 CVS locations in July 2018.
The brand was developed such that it could support women through one of the most powerful, challenging, and taboo transitional moments of their lives - menopause. The identity and messaging were designed from extensive qualitative research to reflect the women who inspired it:
unique, emotive, and beautiful.
Creative director: Kara Errickson
Lead designer: Jim Slatton
Design team: Alex Mathov — Kailey Staiano — Delaney Smith — Hr Sweat
Doctor Wise
More Than Just A Women’s Line
Initially, the Client's creative brief requested packaging artwork for a line extension of female-focused medicine for a national launch in the US. However, as we began researching and examining the broader cultural context around the project — including the Election of 2016, the Women's March, and the Me Too Movement — it became evident that a tremendous void exists around women's issues, and thus an opportunity to do more than just a new product line for women.
The project grew into a year-long endeavor that would result in an entirely new brand dedicated to supporting women through challenging transitions, and the first transition we would address was the most challenging- menopause.
Tapping Into Their Wisdom
We needed to fully understand this group that is experiencing one of life’s most dramatic shifts: What do they need? What do they offer? Who are they? Who do they aspire to be?
Our initial focus groups were eye-opening. Every expectation and assumption we had was dismantled in the first few minutes as these women - dynamic, rowdy, unabashed, proud, women - displayed remarkable self-confidence, power, and support for one another.
While each was afflicted with some degree of the varying side effects, and in need of some form of non-intrusive relief; their true burdens and challenges were the societal impacts of being at the end of fertility.
That Is where the opportunities lie.
Content First Web Strategy
The Doctor Wise website’s primary function is to provide women-centric content that is personal and impassioned, and always willing to say the things unsaid. Providing real anecdotes to help aging women feel validated, and disperse important information that would only otherwise be exchanged in hushed tones.
By acknowledging the truth about menopause, and giving them a platform to express themselves, we are giving them the solutions they need and access to medicinal relief to help them thrive.
Wise Women speak.
