How&How rebranded smart cup Emm as 'Catch Your Wave', in purples not pink

Build brand strategy, messaging and positioning, and design the packaging, app and social media for the world's first smart menstrual cup.

'Catch Your Wave': the cup catches blood, the cycle is a wave of hormones and emotions, and data helps turn the tide in feminine healthcare.

Emm's cup uses biosensor technology in medical-grade silicone to report fill level, flow rate and cycle length. How&How gave it a bold lowercase wordmark whose 'm' is wave-like and echoes the phonetic sound of Emm, with headline type FK Screamer and the softer Denton Text Condensed Thin. Looping waveform illustrations wrap the product or people, representing owning your data, and the palette pairs bright orange and peach with purples and lilacs to avoid a sector dominated by baby pinks.

The Design Week piece, published in November 2022, gives no sales or funding results. It reports the identity was created to enable Emm to develop a pitch deck and approach investors.

In November 2022 Design Week reported that agency How&How had rebranded Emm, a Bristol femtech start-up whose smart menstrual cup was designed by ex-Dyson design engineer Chris van Kempen, now Emm's chief design officer.

How&How's Cat How said 'Catch Your Wave' reflects the product's ability to capture period blood, the hormonal and emotional waves of the cycle, and the shape of the cup, and extends to the idea of turning the tide in feminine healthcare. The client wanted a confident, bold mark to replace the previous brand.

One metaphor links the product's function, the cycle and the company's mission.

A wave-shaped 'm' makes the name itself carry the idea.

Colours not tied to periods separate Emm from competitors in the baby-pink territory.

In a category where everyone uses the same colour, picking different hues is a quick way to look like a technology company.

The article records only the launch of the identity.