OVUM is a female-founded company with a simple goal: to shorten time to pregnancy and assist the conception journey with rigorously-tested, best-in-class products, and accurate scientific information that’s simple to understand.

Their products are designed by doctors and backed by science to support conception and fertility. OVUM also reinvests 20% of its profits to fund independent research into the causes of infertility and fertility awareness campaigns.

OVUM came to us post-launch, ready to elevate their brand. We partnered to redefine their identity, redesign their packaging, and create a new Shopify site—helping them carve out a clearer, more confident space in a growing category.

The challenge was twofold: this is an area that is not only highly sensitive in nature, but awash with pseudoscience targeting vulnerable women trying to conceive.

We worked closely with the founders to unearth deep insights into what they wanted to achieve, to draw out not only a powerful brand, but a digital offering that matched their growth. We took a digital-first approach, customising Shopify to deliver a seamless, user-friendly experience that reflects OVUM’s values.

OVUM’s has a principled stance on protecting its customers, and needed a brand aesthetic that would capture the science-led nature of the business, but maintain empathy and understanding for the experiences of its customers.

The ‘spark of conception’ identified by reproductive scientists is represented in the brand pattern and across brand applications, with the ‘O’ of the logo based on a cross sectional view of the foetal position.

A vibrant blue and peach colour palette strikes a careful balance—blue reflecting scientific rigour, while peach brings a sense of warmth and human connection. The typography is deliberately understated, allowing space for clarity and calm, with a supporting mono font adding a quiet sense of technical expertise.