Jude – Bringing bladder care into the mainstream
- Services:
- Art Direction
- Brand Rollout
- Branding
- Messaging
- Packaging
- Positioning
- Tone of Voice
Rundown: Jude is redefining bladder care with science-backed solutions designed to break taboos and improve lives. With a bold, straight-talking approach, they’re bringing bladder health into the mainstream—offering expertly formulated products, research-driven insights, and a community-driven mission to empower millions.
Jude is a healthcare company on a mission to banish bladder taboos and build a bladder care community, working with doctors and gynaecologists to create science-backed products to help women live a leak free life.
Recently featured on BBC’s Dragons Den, and highlighted in The Times, Daily Mail, Marie Claire and Vogue, Jude is fast becoming the UK’s leading brand in bladder support.
We partnered with Jude to craft a distinctive brand that cuts through stigma, resonates with their audience, and positions them as leaders in the bladder health sector.
One in three women will experience incontinence in their lifetime, yet the stigma and shame surrounding it often prevent them from living fully and speaking openly about their struggles
Let’s face it – incontinence can be embarrassing, leaving many women too ashamed to mention it even to their GP. Treatment for incontinence and bladder issues is slow, taking months for an NHS diagnosis and treatment. That’s a long time to feel alone with your leaky bladder.
With such a sensitive subject, we wanted to create a brand and space that would help women feel comfortable about opening up and challenging the idea that incontinence is something they have to accept as a part of life.
We envisioned a bright and joyful brand that would banish the embarrassment around incontinence and encourage women to speak up and seek support, not shrink their lives to the demands of their bladder.
No more shame, no more hiding – it’s time to join a community of vibrant women ready to live life, leak free.
The imperfect logo nods towards normal bodies’ natural forms, while the dynamic colour palette and large headlines say there’s nothing to hide from anymore.
With their powerful new brand, Jude is poised to liberate even more women from body taboos and incontinence shame.
We were inspired by women in the public eye achieving and thriving in all decades of life, from Helen Mirren to Gillian Anderson, breaking conventions and taboos as they go.
The resulting work is a bold and punchy identity infused with humour, and a confident yet relatable tone of voice, that doesn’t shy away from talking about the touchiest of subjects.
The Jude illustrated character captures the wit and warmth of the brand, and brings a lightness and playfulness to the brand story. Choosing unfiltered, natural and community-focused photography creates a safe space for women getting older and opening up together.
