Ēostre
Services
Innovation & Concept, Packaging Design
Client
Pelham Group
Year
2023
Change, Made Desirable
THE INSIGHT
Perimenopause and beyond had been left to the language of medicine and media hysteria, functional packaging, patronising pinks, products designed to be hidden rather than carried. Women were made to feel this stage of their lives was something to manage quietly, even apologise for, rather than something beautiful in its own right. The insight was simple: biological change deserved to be treated as beautiful, not shameful, and the brand built around it should be something a woman would be proud to pull out of her handbag, not tuck away.
THE IDEA
Eostre takes its name from the Goddess of change, a full identity and product range built to sit comfortably in a high end pharmacy, not a clinical aisle. Formula, packaging and brand were designed together, treating this life stage with the same desirability, craft and restraint as any luxury beauty line, changing the association from decline to empowerment.
