Small moments relate directly to women. Step-by-step instructions utilize colorful illustrations and messages of encouragement were subtly placed on packaging.
So many women and families looking to conceive are overwhelmed by information and products and disappointed in a process that feels overly clinical and fairly impersonal. Natalist saw an opportunity to reimagine this process with millennial women at the center of it.
Authority with heart
By offering expert guidance to empower and speak directly with customers, alongside redesigned essentials for a more discerning audience, Natalist hopes to build a richer connection with their customers.
Where women are
Natal, the place or time of one’s birth. The name and associated wordmark balance sentiments of science and elegance. The core visual system is kept minimal in execution, providing clarity when it matters most.
Not just blue and pink
The Natalist woman is complex, opinionated and aesthetically sensitive. We chose a color palette that could capture the excitement of setting off on a new adventure, thoughtfully constructing her nest and writing her own story.
Subtle in character
The type was chosen to contribute to the sophisticated nature of the brand with the subtle exception of Antique Olive, which with it’s slightly quirky, humanist qualities lent a casual, friendly tone to the brand – essentially causing the brand as a whole to not feel so serious.
A mark of quality
Seals are used where Natalist’s approval and authority are important. Seals are encased in circular typography and have clean, line-only iconography relevant to the subject of the seal.
Packaging
Starting a family can be a private and overwhelming experience for many women. We designed the test and supplement packaging to be minimalistic, as to not draw attention to itself. The packaging and product design balance practicality and emotion. We went deep to create a flexible layout system that makes it easy for the Natalist team as they expand their lines.
Well read
We designed two books for customers, Conception 101 and Parent Plans, both featuring detailed diagrams and illustrations to communicate in a way that felt clear and delightful.
1 / 2
Illustration
Illustration is leveraged across the brand—from technical to ornamental. Hand drawn and textural bring softer moments to the more structural foundation of the design.
1 / 3
1 / 4
Stacks of rocks (cairn) are arranged in different ways showing a balancing act.
Photography
We directed and produced a photoshoot to create a rich product and lifestyle library. Starting a family should be an experience you enjoy, and we wanted photography to set a positive tone. We used soft side light and friendly colors for the studio and product photography and mimicked natural light for the lifestyle photos.
“Trying to get pregnant can be confusing, frustrating, and not as romantic as we imagined it to be. At Natalist, we understand.”
– Dr. Naz
Website
Part ecommerce, part library, the Natalist site needed to accommodate a dense amount of information. Easy navigation and high performance were key. The Learn section of the site was designed to optimize organic SEO results and each article features shoppable products. Dropdown shop navigation gives visitors a quick glance at feature products and resources.
1 / 3
Content and commerce
Built on top of Shopify, the website is integrated with ReCharge to power subscription-based shopping. We took a content-driven approach with Prismic CMS to enhance the native content capabilities of Shopify. We went deep to create a flexible layout system that makes it easy for the Natalist team to create and manage complex product pages. We leveraged Vue.js to create a smooth cart experience and to power slideshows and animated elements.