Design firm Universal Favourite has crafted the brand for WHEN, an Australian-first at-home egg count test. The start-up aims to democratise fertility knowledge, connecting users with leading fertility experts and providing better access to fertility information.

The branding project began with focus groups, interviews, and stakeholder research conducted by VMLY&R. Universal Favourite sought to create a brand that balanced credibility and compassion, feeling at home in both a doctor's office and retail stores.

The final brand includes a visual and verbal system that blends emotion with science and expression with information. The brand name, WHEN, serves as both a question and a statement of intent. "The brand name itself is a question – when? – as well as a statement of intent. The WHEN wordmark sits at the heart of the visual identity. Clear and confident, it anchors the brand as a dependable figure in the health and wellness space," said Founder and ECD of Universal Favourite, Dari Israelstam.

The brand's visual identity includes an organic cell shape that reacts to the world around it, and a colour palette of lemon and neutrals. The brand voice was developed by copywriter Amy Scott, exploring the idea of an inner monologue.

The at-home testing kit, the Egg Count Check, is split into three sections: Prepare, Collect, and Send. The packaging for the kit was inspired by the aesthetic of tech brands and includes a custom-designed instruction booklet.

"We are taught to be proactive about our health – we get our breast checks, our cervical screens, we wear our sunscreen and take our supplements – but we’re not taught to be proactive about our fertility. So often the fertility conversation starts only when there is already a problem. And when is this ever a good approach in healthcare? WHEN exists to help people start their fertility conversation sooner, proactively, so that they can have more options later," said CEO of WHEN, Maz Coote.

"Since WHEN is truly changing the landscape of fertility, it was only right that the brand also break free of the category norms and forge a new path. One that encourages autonomy, community and conversation," said Israelstam.

"We wanted to create a brand with medical credibility that could feel like a part of your lifestyle. Universal Favourite has done a brilliant job and exceeded this vision. We are thrilled with the way the brand feels and sounds," Coote said.