Pearlfisher takes holistic approach to pregnancy with design of new nutrition brand

Global design agency, Pearlfisher, designed the packaging and visual identity for Her.9, a new DTC pregnancy care brand that offers a multi-nutrient complex. The brand design aims to reappraise the sector by speaking to a new generation of mums who seek a closer relationship and transparency with brands to accompany their motherhood journey.

Her.9 is challenging the long-standing brands at the forefront of pregnancy nutrition that have a largely one-dimensional focus on the physical wellbeing of the baby. Instead, Her.9 aims to pioneer a fresh approach that views womanhood as equal to motherhood.

“The pregnancy category is stuck in the past, both in how it looks and what it offers. This was an exciting opportunity to approach the category differently and really subvert the limited, synthetic and staged cues where packaging design tends to only focus on the baby or the bump. To introduce a more contemporary view on motherhood, we rooted the brand in putting ‘HER’, the woman and mother-to-be, first and foremost,” says Sophie Maxwell, partner of futures and insight at Pearlfisher.

Pearlfisher created a packaging design system and brand world that aims to reflect the emotional needs of mums, appealing to their desires and aspirations. The brand seeks to communicate how Her.9 can support them and have a positive impact throughout and after their pregnancy journey.

Her.9’s sense of duality, representing both mother and baby, is reflected in the brand identity, which symbolises the body of a pregnant woman and the shape of the vitamin pills shown side by side. The subtle colour palette was inspired by the diversity of different skin tones and aims to standout from competitors in the pregnancy sector.

Pearlfisher also took into account sustainability when designing the packaging. “Responding to the Her.9 team’s desire to keep sustainability front of mind, the understated, apothecary-style, brown glass jars not only protect the contents but can be re-used from the entirely compostable refill pouches while the brand’s product description leaflets are printed on algae paper,” says design director at Pearlfisher, Rich Wilson.