Goji
Branding for the pelvic health companion redefining sexual wellness
Role
Brand Design
Naming
Logo & Identity
Brand Voice
Environments
Campaign
Team
Evelynn Li
Anne Fernandez
Skills
Illustrator
Photoshop
Lightroom
Duration
10 weeks
CONTEXT
Vaginismus is a condition characterized by involuntary muscle spasms and a hypertonic pelvic floor. It can stem from various causes, including trauma, anxiety, or underlying medical issues.
ABOUT THE CLIENT
Goji is a minimally-invasive pelvic massager that helps patients relieve pelvic pain.
How might we create a sexual wellness brand that communicates gentle, holistic care, while also carefully addressing emotional triggers and advocating to make healing more accessible and approachable?
PURPOSE STATEMENT
For Goji, we knew that we needed to lead with gentleness and compassion because vaginismus is a condition that requires fostering psychological and body safety.
So, we created a purpose statement that would guide our explorations.
Everyone deserves compassionate care.
TYPE & COLOR
The brand voice and visual system is mindful of Goji's mission to provide holistic healing and make treatment more approachable. The color palette is soft, communicating warmth and gentleness, but can flex to be energetic and light-hearted in tone.
The serifs of Editorial New give a energy and excitement to the brand's voice, alleviating the brand of medicinal qualities and reminding patients that there is joy in healing. It is balanced by Fabio XM's roundness and interesting curves that grounds the brand in sophistication with a stylistic edge.
VOICE & TONE
Joy and pleasure is integral to compassionate and approachable healing in pelvic health. Goji's voice and tone strives to humanize vaginismus treatments, emphasizing guilt-free play and pleasure.
NAMING
As an AAPI-, women-founded business, Goji is named after the small, red berry used in East Asian medicine for its healing and health qualities. The goji berry's rounded shape also lends well into the round, friendly qualities of the Goji product.
Goji Design System
The Goji Design System offers a scalable framework that preserves the app's cohesive visual identity, seamlessly adapting as new features and innovations are introduced.
A peek into the process
Goji's brand voice and visual system was created through a thoughtful, iterative process involving
Brand and market audit
Industry and competitor analysis
Moodboard and storyboarding
Product and brand strategy
Please reach out for the full case study.
Emily Tang © 2024