Website Redesign
VeeFresh Overview
VeeFresh focuses on assisting women dealing with chronic vaginal issues. Their goal was to establish a vibrant, bold visual identity that resonated with consumers.
Despite their success in safe and natural personal care products, they lacked a compelling brand identity and digital presence. My role was to align their visual identity with their audience, closing the gap between their brand and their consumers.
VEEBABES A SAFE PLACE FOR GIRL TALK
Bold. Transparent. Optomistic
After conducting behavioral observation research within the company's Facebook group, I proposed a shift in design direction from a modest organic layout to a striking, confident design approach. Introducing a hero image featuring a woman in roller skates set the tone and vitality for the website.
Utilizing the brand's signature teal hue across both the brand and website, I aimed to evoke feelings of serenity, inclusivity, and hope. By blending vibrant, bold colors with the introspective and hopeful teal, I aimed to encapsulate the essence of VeeFresh's consumer base.
REPRESENTATION
MATTERS
WELCOME
VeeFresh strives to ensure its audience feels recognized and inclusively represented. To achieve this, a straightforward carousel in the hero section featuring real women navigating genuine 'v' issues played a pivotal role in realizing their objective. The VeeFresh audience consists of women advocating for body positivity, valuing representation, accountability, sustainability, community, and transparency.
View Personas
Gradual Flow
To ensure a smooth user experience, I regularly assessed Veebabes, the private Facebook group where consumers comfortably shared their thoughts and 'V' concerns. Analyzing the data, I crafted a flow guiding customers through a conversational journey. With a focus on customer empathy, I redesigned the experience, gently leading them into the shopping journey.
IOS App
Concepts
