Hormonal health has long been treated as a secondary concern. Often only prioritized during fertility struggles or when symptoms become overwhelming. Traditional testing is typically clinical and sometimes inconvenient.

On top of that, the experience is often presented through a narrow lens: cold visuals, medical jargon, and gender-exclusive messaging that can alienate many who are seeking support. For millennial women—and all individuals managing hormonal shifts—there was a clear need for something more: a solution that feels caring, accessible, and empowering.

Strawberry Health set out to change that. Founded and led by millennial women, the platform offers a stress-free, at-home blood test kit designed to help users better understand and manage their hormone levels. Their vision was clear: create a new standard for hormonal health. One rooted in self-care, not clinical anxiety.

Our design solution focused on translating that purpose into a brand identity that felt:

Warm and approachable

Inclusive and modern

And most importantly, empowering

This project was about shifting how people feel when engaging with their health. The brand now speaks clearly to its audience: women and gender-diverse individuals who deserve to feel seen, supported, and in control of their wellness journey.