Mojo Wellbeing: A no-nonsense brand for menopause
BRAND STRATEGY | VISUAL IDENTIY | NAMING | PACKAGING
Mojo Wellbeing set out to change how menopause is perceived and experienced. The category was dominated by clinical, euphemistic, and often alienating brands that made women feel like this natural stage of life was something to endure quietly. Mojo wanted to create a trustworthy, empowering space where women felt informed, supported, and proud without the stigma or sugar-coating.
The ambition was to position menopause not as a medical problem to fix, but as a moment of transformation and self-care, giving women tools and confidence to navigate it on their own terms.
The idea
We positioned Mojo as a straight-talking ally: bold, honest, and empathetic. The brand speaks to women directly and unapologetically, reassuring them that menopause is natural, nothing to hide, and something they can take control of.
Create
At the heart of the visual identity is the asterisk, a simple, powerful symbol of transparency and clarity. It signals the brand’s commitment to no-nonsense communication and straightforward solutions.
The design language combines minimalism and confidence: a calm, reassuring foundation paired with bold graphic elements and clean typography. The color palette adds energy and a sense of fun to a category that’s usually overly serious, helping the brand feel more approachable and uplifting while still credible. This balance reflects the dual qualities of the brand: caring and effective.
In the world
Mojo’s identity extends across packaging, campaigns, and digital experiences, making menopause feel like a subject women can own and talk about openly. The minimalist yet striking packaging makes products feel credible and premium, while the frank tone of voice builds trust and connection.
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Client: Unilever
Agency: Anomaly London
Creative Direction: Camille Yin, Vix Jagger
Art Direction: Camille Yin
Design: Vicky Kochowski
