Pep is a free mobile web app designed to educate Aussie women on the whole body benefits of long-term probiotic use. It combines daily SMS reminders to take your probiotic with gut-related health tips, simple mindfulness exercises and regular wellness check-ins.
Our 30-something female customer is over-burdened and under-supported – so our brief was to create a digital-first brand that felt playful and engaging, not intimidating or demanding. Using our brand idea, Wingwoman, as our foundation, we developed a warm, witty tone of voice and playful, organic creative direction for the brand.
As a brand that would live almost entirely online, the Pep identity had to be clean, simple, and designed with motion in mind. A fresh, warm colour palette was coupled with organic forms, a quirky, lo-fi illustration style and custom emojis to make our brand feel down-to-earth, engaging and approachable.
