Incontinence.
it’s never been the sexiest topic.
in fact, it’s a taboo that few have tempted to tackle.
For the launch of Hazel, A brand that has set out to completely reenvision the world of femme care, we wanted to ditch the shame and up the empowerment for women everywhere.
Founder and CEO Aubrey Hubbell boldly set out to change THE LANDSCAPE OF POSTPARTUM AND POSTMENOPAUSAL FEMME CARE. With her brand Hazel, she offers women a groundbreaking and luxe way to handle the issues that come with GIVING BIRTH AND AGING. She brought me on to help develop the brand’s STRATEGY, NARRATIVE, AND VOICE for its grand debut. The result is a beautiful, empowering PRODUCT—AND community—that embraces everything that comes with being a woman. And some very special work that i'm truly proud of.
WHAT I DID○ STRATEGY
○ TONE & VOICE
○ PRODUCT NAMING
○ TAGLINE
○ BRAND STORY
○ MANIFESTO
○ WEB & PACKAGING COPY
DANCE WITHOUT DRIBBLING. LAUGH WITHOUT LEAKING. SNEEZE WITHOUT SURPRISE.
DANCE WITHOUT DRIBBLING. LAUGH WITHOUT LEAKING. SNEEZE WITHOUT SURPRISE.
EVOLVING EXQUISITELYWe channeled a contagious spirit of joie de vivre through cheeky copy and inspiring quotes from iconic women throughout history.
CELEBRATING THE PERFECTLY IMPERFECTWe established a unique brand voice by creating a safe space and comforting community for women.
NO LEAK CHICWe turned the female aging and postpartum process into something aspirational with language that celebrates women’s strength and resiliency.
BRIGHT, BOLDER, AND MORE BRILLIANTWe aimed to boost confidence and help women live their best lives as their best selves through our little luxuries.
