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Building a breakthrough wellness brand for women’s life stages

CLIENT: Tertiary Extracts Otutahi

Everee Women: A Disruptive Wellness Brand Built with Purpose

Everee Women was created to challenge a supplement industry full of fluff and false promises. Built from frustration and grounded in science, the brand set out to support real women through the major stages of hormonal change, with clarity, credibility, and purpose.

From Perimenopause to Post-Menopause and Active Aging, Everee Women fills a clear gap in the wellness space. Women were tired of one-size-fits-all solutions, pinkwashed messaging, and being talked down to. The result was a challenger brand that cuts through the noise with honesty and confidence.

Our strategy started with women, not trends. Research revealed a demand for strength, focus, and energy, not surface-level beauty promises. The brand was structured around four key life stages, each supported by a targeted product, name, and benefit profile.

From there, we shaped a brand proposition built on radical transparency, educational storytelling, and Ovitage®, the world’s first ovine-based collagen developed specifically for women’s biology. The tone of voice was bold and empathetic. Part scientist, part sister. Less preaching, more partnership.

With no legacy awareness, Everee launched into a highly competitive category and immediately stood out. Early traction, strong retailer interest, and a highly engaged digital audience proved one thing clearly. Clarity cuts through. What began as a white space became a system, then a movement.

Need Brand Strategy That Delivers?

From wellness to food and beverage and beyond, we turn brand complexity into clarity, and clarity into traction. Let’s build something that matters.

WHAT WE DID

Brand Strategy

Brand Story & Tone

Packaging Design

Marketing Collateral

Social Media & Digital Marketing

Photography Art Direction

Videography

Website Design

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From visual identity to packaging design, our goal was to translate complex science into something simple, engaging, and emotionally resonant. We created a bold but clean design system that could flex across products and platforms, using a numbered stage system, intuitive icons, and benefit-led copy to help women find their fit fast.

We also introduced a dual-packaging solution. A refillable glass jar for everyday use and strong shelf appeal, alongside a foil pouch optimised for shipping, protection, and sustainability. It’s smart, scalable packaging design with real impact, supporting DTC, retail, and export ambitions right from launch.

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In wellness, tone is differentiation. For Everee Women, we brought the brand voice to life across social and digital, speaking to women the way they speak to each other. Smart, honest, and zero fluff. From snackable science to myth-busting menopause content, everything was designed to feel like a conversation, not a campaign. By prioritising education, empathy, and clarity, we built a community that listens, shares, and trusts.

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Everee wasn’t just a pouch on a shelf. We helped build an entire ecosystem, from brand strategy and messaging to social campaigns and digital tools like the Find Your Everee™ quiz, which matches women to the right formula based on life stage, cycle, and wellness goals.

Education was supported through nutritionist-led recipes, a 30-day journal, and a tone that speaks with women, not at them. The result is a wellness system that builds loyalty and community from day one.

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Everee’s tone of voice was built to speak to women with honesty, clarity, and respect. No fluff, no jargon, no sugar-coating. Just straight talk grounded in science and delivered with warmth. We crafted a voice that is equal parts scientist and sister, confident without being clinical, supportive without being saccharine. It empowers women to take charge of their health through real information, relatable language, and a tone that says, “we see you, and we’ve got you.”