VeeFresh is a company that serves women who struggle with chronic vaginal issues. Their goal was to create a visual experience that was Vibrant, bold, and reflective of their consumers.
Although they had made breakthroughs with their safe and natural, personal-care products, they were lacking the visual brand and digital presence to really speak to their audience effectively. I was contracted to help bridge the gap between their visual presence and their audience.
VEEBABES A SAFE PLACE FOR GIRL TALK
Bold. Transparent. Optomistic
During the discovery phase we decided to take the direction of the design from a simple organic layout to a bold, unapologetic design. The hero image of a woman wearing roller skates set the tone and energy for the website.
The signature teal color used throughout the brand and website conveys a sense of calmness, acceptance and optimism. We combined the vibrant, bold colors with the optimistic and introspective teal as a great representation of Veefresh consumers.
Veefresh wants their audience to feel "Seen". Leading with a simple carosuel in the hero showcasing real women dealing with real "v" issues played an integral role in fulfilling their mission. The VF audience is comprised of women who suppport body positivity, appreciate representation, accountability, sustaniability, community, and transparency.
In order to create a seamless user experience we took a look at Veebabes, a FB group for all of their consumers. Looking at the data we created a flow that guided customers through a conversational story. We approached the redesign with customer empathy in mind, gradually bringing them into the shopping experience.