Strength from the inside

Challenge

Since 2022, Jude has been raising the bar for bladder health. As a challenger brand in incontinence support, it has built a strong community of women navigating a sensitive and often overlooked issue.

Today, women are increasingly taking their health into their own hands, seeking solutions that address the root cause (not just the symptom) and looking to brands that feel confident, expert and truly effective.

This defiant shift in health ownership, combined with the launch of Jude’s new science backed, game-changing pelvic floor supplements, signalled it was time for the brand to enter the next phase of its visual identity.

How can design help Jude move into her power?

Solution

Our strategy was to shift Jude from an incontinence brand into the science led authority in bladder health. The design idea, Science for Living, captures this evolution - positioning Jude as a brand that uses clinical expertise to build resilience and inner strength.

The wordmark evolved into confident capitals with muscular forms, the orange became a deeper, more premium shade with greater impact at shelf, and a system of 3D ingredient icons now makes the science and potency clear.

Finally, inspired by the power of the pelvic floor which carries over 100kg a day, we introduced the brand line 'Strength from the Inside'. In a category long defined by embarrassment, Jude now shows up as a bold, modern and empowering voice.

Skillset

Brand Strategy

Brand Identity

Typography

Art Direction

Packaging

Iconography

Playfully proper

Longbottom & Co hold a unique place in the tomato juice category, their commitment to delivering unparalleled quality setting them apart.
They do this by using all-natural (and easily pronounceable) ingredients, avoiding the addition of artificial nasties and freshly pressing every single tomato in their ‘Mary’ based portfolio.
But while their products are simply best in class, their design had fallen behind, creating an impression that was more ‘own brand’ than ‘wow, what a brand’.
How do you reinvigorate a brand fit for a Queen?
Like any good British institution, we knew that Longbottom & Co would need to deliver the perfect balance of quality and wit.
We began by crafting a new version of the brand’s Queen Mary mascot, replete with a knowing smile, a twinkle in the eye and Tudor head dress / tomato combination in a visual double entendre.
Ensconced within a crafted typographic roundel and a vivid world inspired by the palette of the freshest tomatoes, our Mary is elevated to the status of branding Royalty.
Brand Strategy
Identity
Brand Design
Innovation
Packaging
Film & Motion
Copywriting
Illustration