Mojo Wellbeing
As part of Unilever’s Innovation Lab, Smooth Headcare introduced a unique brand specifically addressing the needs of women experiencing menopause. The brand took an honest, transparent approach to product development, providing direct and effective solutions for a previously underserved demographic.
BRAND CREATION
PRODUCT LAUNCH STRATEGY
ART DIRECTION
PACK DESIGN
VISUAL IDENTITY
Building a Brand that Speaks Directly to Women
The brand identity centered on honest communication. The brand language was direct and empathetic, avoiding the overly clinical tone of competitors. By addressing menopause head-on, the messaging reassured women that this natural phase was not something to hide or sugarcoat, building trust and connection.
Transparent messaging positioned Smooth Headcare as a refreshing, relatable brand, changing how menopause is addressed in the market.
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Client: Unilever
Agency: Anomaly
Creative Direction: Camille Yin, Vix Jagger
Art Direction: Camille Yin
Design: Vicky Kochowski
Visual Identity
The design was built around the asterisk, a symbol representing the brand’s commitment to transparency. The asterisk is a visual cue for clarity, signaling that the brand would provide no sugar-coating, only straightforward solutions. This visual identity was crafted to break away from the overly clinical, sterile design often seen in the wellness space.
Tone of Voice
MOJO Wellbeing’s tone was frank and unapologetic, reflecting the ethos of “no bullshit.” The brand’s messaging was direct, addressing the realities of menopause with empathy and understanding, creating a space where women could feel supported and informed rather than overwhelmed.
Product Design
The product packaging was minimalist yet bold, aligning with the brand’s values of clarity and efficacy. The packaging echoed the asterisk theme, and the color palette conveyed calmness and reassurance, matching the product's purpose of relieving menopause symptoms.
The Idea
A no-nonsense brand that makes women feel empowered and cared for during menopause, with a focus on authenticity and transparency.
Context on the Innovation Lab - The Uncovery
Unilever came to Anomaly with a new model to build. Instead of spending big bucks buying brands that might not perform well, they decided to shift the way they were approaching new products by creating them themselves, with Anomaly’s help. The challenge was for us to help them building this model from scratch, from business and product development to branding and launching brand new products. All of this with the speed that Unilever allows us to go with.
Design Process - Fast & Furious
Through series of strategic and design workshop and sprints, we have fast tracked their process and created a pipeline that allows us to test up to 6 new products per quarters.
These products’ MVPs are fully developed in collaboration with Unilever, from what the product is to what the product looks like. From innovation sprint, to MVP, to seed, to launch.
