brand identity & app design for a menopause app
Bloom
Bloom is a wellness companion for women in perimenopause and menopause. a market of over a billion women, still mostly talked to like a problem that needs fixing.
the context
the category is dominated by clinical trackers, outdated visuals, and a 'symptoms to manage' narrative. we didn't want to make another one of those. the women Bloom is for don't see themselves as patients, and the brand shouldn't either.
the idea
we built the identity around late-blooming flowers: sophisticated, unexpected, nothing like the pink clichés the category leans on. the rarest flowers bloom late. that one idea carried through everything we made: the positioning, the visual identity, the full app design, a landing page, supplement packaging, a social media system, and photography direction.