More than 30 million Gen X women are navigating menopause or perimenopause in the United States. To address this emerging market, I led the end-to-end development of STILL Menopause Solutions. I financed, sourced, designed, and launched the menopause supplement brand from concept to market.

Qualitative research within an online community of more than 10,000 women experiencing menopause revealed a consistent pattern: Menopause is a tangle of frightening symptoms that leave many women reeling with anxiety. Commercial products often communicate clinically or generically, leaving women feeling overlooked and uncertain.

Their 3 main pain points are:

• Hot flash

• Anxiety

• Sleep disturbance

Many women entered this stage of life without a clear understanding of what to expect and found existing resources and products to be dismissive, impersonal, or not reflective of their lived experiences.

This represented an opportunity to create a brand that approached menopause differently—one built around listening to women, understanding their unmet needs, and delivering trustworthy products through an empathetic, modern customer experience. Rather than focusing solely on symptoms, the goal was to help women feel informed, understood, and confident in their choices.

Opportunity: Create a consumer wellness brand that transformed menopause from a clinical condition into a supportive, empowering customer experience.

The customer journey uncovered critical moments where thoughtful design could reduce uncertainty and strengthen trust. These insights shaped every customer touchpoint—from discovery through daily use.

View customer journey.

Women weren't looking for another supplement. They were looking for someone who understood them.

Research revealed that menopause is as much an emotional experience as a physical one. Women consistently described feeling misunderstood by partners, dismissed by healthcare providers, and overlooked by society, leaving them searching for reassurance as much as symptom relief. While hot flashes were the most frequently reported concern, anxiety and sleep disruption emerged as the symptoms with the greatest opportunity for meaningful improvement. Because no supplement can eliminate every symptom, the product strategy focused on addressing the needs we could solve while creating a brand experience that helped women feel seen, understood, and supported.

Objectives:

• Earn Trust

• Reduce Uncertainty

• Build Confidence

• Encourage Consistency

Rather than treating branding, packaging, and ecommerce as separate deliverables, every touchpoint was designed to reinforce a consistent customer experience. Four principles guided the work: Trust through transparency and credibility, Clarity through accessible education and intuitive communication, Confidence by empowering women to make informed decisions, and Consistency by delivering the same supportive experience across every interaction with the brand.

Every customer touchpoint was intentionally designed to reinforce trust, reduce uncertainty, and create a cohesive brand experience. Design choices codified in the brand guide:

• PHOTOGRAPHY

  Feature confident, diverse women in their 40s and 50s living full, active lives. Prioritize authentic moments of joy, connection, and vitality over stereotypical portrayals of aging or discomfort.

• COLOR PALETTE

  Rich, deep purple to communicate confidence, femininity, and sophistication.

  Silver accents to reinforce a premium, modern aesthetic.

  Warm neutrals to maintain approachability and readability.

  Avoid overly bright, clinical, or heavily saturated colors.

• TYPOGRAPHY
  The Futura typeface conveys confidence, clarity, and modernity. Its clean geometric forms create a contemporary, approachable aesthetic that feels optimistic, premium, and easy to read.

• PACKAGING
  Soft-touch matte labels, silver foil accents, and glossy black jars reinforce the brand's premium positioning. The combination creates a tactile, sophisticated experience that communicates quality, trust, and modern femininity from the first interaction.

VIEW THE WORK

• 10,000-woman online community

• 2 commercial products

• 2 distribution channels, Amazon and Shopify

By translating customer research into a unified brand experience, the project delivered more than a visual identity—it created a scalable foundation for growth. The brand launched successfully across Amazon and Shopify with a consistent system of assets designed to educate, build trust, and strengthen customer confidence throughout the purchasing journey.

Every design decision could be traced back to a customer need identified through research.

The result was more than a supplement brand—it was an experience designed to help women feel seen.