Eve Wellness Brand Strategy and Voice | Willow & Blake

Eve Wellness is a NZ supplement brand that offers scientifically backed solutions and support for Evies on a hormone journey. By dismantling stigmas and talking about taboo topics, Eve Wellness sets a new (cheeky) standard for menstrual, sexual, and mental health. The team came to us for brand strategy and brand voice—they already had a strong brand with clear values, playful packaging, and bold messaging, but knew that brands need continuous investment and wanted to audit any language that was no longer relevant.

The strategy identified their audience as not just anyone on a hormone journey, but those keen to talk about it and tackle juicy topics. We made recommendations to update their tone of voice, make it more inclusive, and prepare Eve to enter the Australian market.

We define the brand personality as Eve, when she ate that forbidden fruit—capturing a bold, brave, juicy persona. The idea is that hormone health is ripe for the taking. So take it. This encourages Evies to take their hormone health into their own hands, speaking directly to their highly involved, educated audience.

We came up with the tagline ‘You are what you Eve’, which captures the brand’s positioning around how what you put into your body affects your health and self. Aristotle wisely asserted, "We are what we repeatedly do. Excellence, then, is not an act, but a habit." Good habits breed good health. You choose to take daily supplements to support your hormone health because, as we say, you are what you Eve.