ĕleeo brands recognized an opportunity to expand into the adult health and wellness category by scaling their innovative saline technology for adult use for everyday cough and cold relief, and introduce hypochlorous postpartum products for new moms. ĕleeo asked us to help create an entirely new brand, including:
- Brand Strategy
- Naming
- Competitive Audit
- Brand Positioning
- Brand Design + Guidelines
- Package Design Direction
- Messaging
Our team began with an audit of the current adult health and wellness category, including postpartum care. We found promising white space between cold and clinical and bold and irreverent that allowed us to create an approachable and sophisticated brand focused on human self care.
With the brand strategy established, we leaned into naming, exploring select territories that would uniquely capture the desired emotional and experiential expression we envisioned and landed on ōna. ōna is a feminine name that is synonymous with grace and generosity in various cultures.
Our brand identity and packaging exploratory translated the new name and distinctly feminine positioning into a contemporary visual system of color, graphics, and pattern, carving the way for a distinctive and ownable presence in the market.
