Naming a brand tackling the taboos of menopause
Launching in Germany, Sei aims to become a new menopause movement.
Created for real women, by real women, the movement wants to create safe spaces that allow all women access to information and solutions that will enable them to confidently share, understand and navigate their menopause.
We named the brand Sei – meaning ‘Be’ in German – to symbolise being proud of who you are, of the journey you are taking and the one you are embarking on.
The word Sei in German means ‘be’, and in the context of the new brand can be used as a positive affirmation: ‘Be the way you are. Be unique. Be brave. Be yourself.’.
Working with Henkel Beauty’s Incubator teams we also developed and fully articulated the brand’s Purpose and community-based vision.
As well as being loaded with meaning, the short name is well suited to packaging designed for direct to consumer sale on mobile devices.
“Our experience with the Purpose Done Right team was inspiring. They led a creative and energising process to develop a Purpose and name for our new menopause brand that will help us make a positive difference for women.”
Esther Kumpan-Bahrami, Founder & Head of Fritz Beauty Lab – Incubator
Photo by Joel Muniz, Unsplash