Hormonelle

The challenge

Hormonelle Beauty was launching a new product line into a market that is just beginning to embrace targeted wellness solutions for women undergoing hormonal changes. The client faced a very tight deadline of just two weeks to deliver all brand and digital assets, with limited financial resources typical of a bootstrap startup. Additionally, the existing market lacked familiarity with the product category, making it critical to clearly communicate the brand’s purpose, benefits, and positioning for women experiencing hormonal changes — a demographic that historically has been underserved and overlooked by mainstream beauty and wellness brands.

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Solution

To meet these constraints and strategic needs, I delivered a complete brand identity system that resonated with the target audience — women in their perimenopause and menopause — by balancing emotional warmth, clarity, and modernity. This identity extended to product packaging with components reusable across future SKUs to reduce design costs and increase scalability. I also designed and developed a custom Webflow website optimized for product storytelling and conversion, integrated with a Shopify back-end using Smootify for seamless e-commerce functionality. The site structure prioritized clarity around the product line and its benefits while facilitating a smooth customer journey from discovery to purchase.