Cranberry
Project type
Brand consulting, Workshop
Finding the voice for a femtech brand reaching a rising middle-class audience in India.
Of note
Branding what you aren’t supposed to talk about
India doesn’t talk about period health. We wanted to work with cranberry to help them find a way to talk about this topic, to help raise awareness and bring in their unique scientifically driven perspective to the conversation.
To kick off this project we decided to do a workshop with the team, and help them find out what is important for them to say, and how they want to say it.
But our conversation very quickly made it clear that the brand workshop will need to be a brand values workshop and we needed to help the team align on all the different facets of how the brand looks, sounds and feels.
When we started the workshop, the cranberry team felt that they had clarity on what the brand was supposed to do/be, and that they probably needed help in articulating the nuances.
The workshop lasted 2 days with ~4-5 hours on each day where we discussed the brand values, brand words, emotions, and how the team could take it forward in the coming months.
After the workshop, the team spent some time with the insights and then over the next year or so, we had regular monthly calls with them to figure out the nuances and give them the much needed direction for their branding. You can check out the cranberry here at https://www.cranberry.fit/