VJJ Health
Voicing vaginal knowledge for the good of women's health.
Sectors: Supplements, Wellness, Women’s Health
Services:
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Competitor analysis, brand narrative & character traits.
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Visual identity; logo, typeface, graphic style, motion & more.
Verbal identity; tone of voice & hero messaging. -
Campaign, photography, social media, motion design, copywriting.
Understanding the Brief
Vaginas go through a lot; periods, pregnancy, menopause, STIs... yet for so long, females have been expected to 'just know' how to look after them.
VJJ was created after an honest and empowering conversation between a mother and a daughter that led to comprehensive research into the power of a healthy and balanced vaginal microbiome. After the discovery of specific, good bacteria that maintain pH levels and protect women against infection, the VJJ team formed products to better support vaginal health, with a series of probiotics that help treat thrush, bacterial vaginosis and UTIs.
As products in this category have traditionally been prescription-based or focused on being discrete, we helped VJJ empower women to take control of their wellness with science, breaking away from a cycle of taboo. Through a bold new voice for vaginal health, we enabled them to show up in a competitive, contemporary market where supplement health directly supports wider lifestyle choices.
Finding the Unfound
We set about positioning VJJ as a beacon of empowerment through an organising idea of 'science, shared'. But this isn’t the sort of laborious scientific dross that confuses more than it explains, it’s real talk.
Recognising that women have an innate ability to share insights with each other through word of mouth, and how important recommendations are for decision making, we brought the concept of a women's bathroom to the brand. Imagining the VJJ brand as a cool aunty who just happens to be a gynaecologist, enabled science to be broadcast in a more digestible way. No questions are stupid questions, no topics are too taboo.
VJJ is where women can share and understand their vaginas better — equipped with knowledge that’s so powerful, it must be passed on.
Under the Surface
A straight-talking, inclusive brand has to balance directness with familiarity. Using a common term for vagina that's synonymous with a confident approach to talking about one, the brand was named VJJ. Not entirely euphemistic, but instead, necessarily bold.
To champion female health, de-stigmatise the conversations around vaginas and encourage women to love every part of their bodies, VJJ embodies its inner Gillian Anderson to effortlessly tell it how it is without didactic lectures.
Subverting taboo at every opportunity, cheeky call to actions like 'What's your number?' encourage people to talk with the brand for helpful reasons such as checking vaginal pH levels.
‘We don’t make the science, we just share it. Want us to slide into your DMs?’ speaks to people on their level, with a common communication method that is miles away from awkward convos with doctors that are hard to relate to.
While we know a bold tone of voice has the capability to make change, getting powerful brand language through the red tape of advertising standards and medical packaging can be a huge challenge. We pushed set conventions by introducing an 'AKA' linguistic device on packaging and campaign copy, that don't just list medical ingredient names but supply conversational context into what the ingredient actually does.
Unearthing Value
Having won Gold for Best V care and Silver for Best at-home health test kit at Get the Gloss 2024, VJJ is not only gaining industry recognition but also putting its brand idea of ‘science, shared’ into practice. The brand works towards the democratisation of science, so vaginal health can be shared and understood. These are important topics that should be front-of-mind, highlighted in a 2024 announcement from UK Secretary of State for Health and Social Care Victoria Atkins, "We’re breaking historical barriers that prevent women getting the care they need, building greater understanding of women’s healthcare issues and ensuring their voices and choices are listened to."
“Working with Unfound is an enjoyable and exciting collaboration whereby they initially pushed our horizons to help create a brand identity which is distinctive and vibrant and perfectly aligned with our target audience yet has the flexibility to adapt to the expanding age range of the audience we anticipate engaging with.
Our brand is totally different to others in our category, moving a healthcare brand away from a clinical area to a wellbeing and vibrant lifestyle brand, enabling us to show up as something unique.
The brand identity toolkit we’ve been given is extremely adaptable and useable, like the perfect capsule wardrobe, easily enabling us to look distinctive and recognisable as a brand using the resources provided. Our brand guidelines have been highly adaptable and easy to transfer to multiple users enabling us to continue to create a strong brand message across varied outlets.
Having the continued support of Unfound has encouraged us to embrace the brand identity strongly, they’ve continued to guide our output and solidify the brand character as we begin our journey of growth. They are an invaluable support and hugely important resource as we continue to grow into a recognisable brand. They are excellent creative partners, always able to help with unplanned and varied requests – a excellent creative partnership.”
- Alison Power, VJJ Co-founder
