Description:

WHEN, a fertility MedTech company, the first of its kind in Australia, revolutionised proactive fertility care with its at-home egg count test and access to medical experts. Traditionally, women faced barriers accessing timely fertility information, hindering proactive family planning. Recognizing this gap, WHEN aims to empower individuals with ovaries by offering accessible, at-home testing without the usual medical hurdles.

Our challenge was twofold: introduce a groundbreaking product and craft a brand identity that resonates emotionally while maintaining medical credibility. Fertility being a deeply personal topic, required navigating sensitivities delicately. The packaging, a critical touchpoint, needed to fit in and stand out in retail environments selling other beauty and lifestyle products, yet convey trustworthiness and compassion.

To achieve this, we developed packaging that seamlessly integrated brand and technical objectives, blending emotion with science. The design mirrors the test process—Prepare, Collect, Send—ensuring clarity and simplicity. Inspired by sleek tech aesthetics, the box features a rigid structure and premium print finishes, setting it apart from clinical medical kits.

Colours and textures were chosen to evoke warmth and approachability, countering the industry's cold, clinical norms. The embossed organic cell shape and bold wordmark enhance brand recognition amidst visually busy retail settings. Inside, a custom instruction booklet employs technical illustrations for clarity, reinforcing WHEN's commitment to user understanding and engagement.

The outcome surpassed expectations, establishing WHEN as a leader in proactive fertility health solutions. The innovative packaging not only facilitates easy, intuitive use but also communicates trust and reliability. It empowers users with accessible fertility information, fostering proactive health management and reducing the stigma associated with egg count testing.

Economically, the streamlined testing process potentially reduces healthcare costs linked to delayed fertility assessments. Culturally, it promotes open dialogue about personal health choices, enhancing social wellbeing. Environmentally, sustainable packaging practices align with WHEN's ethical design ethos, supporting responsible consumption.

WHEN's pioneering approach not only fills a crucial gap in the market but also sets a new standard for compassionate, user-centric fertility care. The innovative packaging design harmonises brand identity with technical excellence, embodying WHEN's mission to empower individuals with timely, accessible fertility insights and support. This project exemplifies how thoughtful design can transform healthcare experiences, driving positive social, economic, and environmental impacts.