Project
snuggs
Year
2019-2022
Industry
Care products, DTC
My role
Brand Design & Strategy
Brand Positioning
Web Design
Art Direction
Packaging Design (e-commerce + retail)
Illustrations
Icon Design
Creative for digital advertising
Team
Founders: Linda Sejdova (CEO),
Tomas Zahradnik (COO)
& awesome and growing in-house snuggs team
Photography by Lucie Krystofova
About
Creating the Most Reliable
and Sustainable Period-Proof Underwear Brand
A woman menstruates circa 3,500 days in her life. She uses, on average, 12,000 disposable sanitary products.
That's 10 years of menstruation.
The business of menstrual health – a 3-billion-dollar a year, highly unmonitored, unregulated industry – was long ripe for disruption.
snuggs is a Czech direct-to-consumer startup using hi-tech textiles to deliver a reliable and sustainable alternative to menstrual hygiene products. Period-proof panties are basically your regular panties, but with superpowers – absorbing your period, reliably leak-proof, anti-odour and antibacterial.
In 2019-2020, I worked closely with the founders Linda Sejdova & Tomas Zahradnik on building brand, strategy & communication that blends the control, clarity, and trust of scientific precision with the kindness and warmth of our human nature, explains the innovative product and sets the brand for success with a modern female audience.
We started with what was at the time a quick MVP of the website and temporary packaging solution to ship first orders. Through several rounds of iteration, snuggs is now a more sophisticated brand that found its voice and values and earned the trust of customers.
Currently, snuggs sold over 100 000+ pieces, expanded to several countries in Europe and have thousands of satisfied customers.
Process
snuggs aspires to bring the innovation, comfort and sustainability to women’s menstrual health. I created a visual expression of this brand’s mission and values, grounded in brand strategy and positioning; a conscious decision behind what the playing field is, and how they’ll win. I helped the young company to define who they are, what they’re doing, for who, and why it matters.
Then, I translated it into branded touchpoints – brand identity, e-commerce website, packaging, digital campaigns – even job postings!
What is unique about snuggs compared to established brands is that as a startup they move really fast. That means a design solution is rarely ever considered final. For example, over the period of one year, we produced three different versions of packaging; always the best fitting version for the current scale of the business. I
enjoyed it because it gave me frequent feedback from customers and an opportunity to improve designs over time – from solving a longer-lasting design of print inside panties to creating better-performing online ads.
Project
snuggs
Year
2019-2022
Industry
Care products, DTC
My role
Brand Design & Strategy
Brand Positioning
Web Design
Art Direction
Packaging Design (e-commerce + retail)
Illustrations
Icon Design
Creative for digital advertising
Team
Founders: Linda Sejdova (CEO),
Tomas Zahradnik (COO)
& awesome and growing in-house snuggs team
Photography by Lucie Krystofova
Project
snuggs
Year
2019-2022
Industry
Care products, DTC
My role
Brand Design & Strategy
Brand Positioning
Web Design
Art Direction
Packaging Design
(e-commerce + retail)
Illustrations
Icon Design
Creative for digital advertising
Team
Founders: Linda Sejdova (CEO),
Tomas Zahradnik (COO)
& awesome and growing in-house snuggs team
Photography by Lucie Krystofova
About
Creating the Most Reliable
and Sustainable Period-Proof Underwear Brand
A woman menstruates circa 3,500 days in her life. She uses, on average, 12,000 disposable sanitary products.
That's 10 years of menstruation.
The business of menstrual health – a 3-billion-dollar a year, highly unmonitored, unregulated industry – was long ripe for disruption.
I designed a brand identity for Lens Protocol, a decentralized social graph built by the team behind Aave.
snuggs is a Czech direct-to-consumer startup using hi-tech textiles to deliver a reliable and sustainable alternative to menstrual hygiene products. Period-proof panties are basically your regular panties, but with superpowers – absorbing your period, reliably leak-proof, anti-odour and antibacterial.
In 2019-2020, I worked closely with the founders Linda Sejdova & Tomas Zahradnik on building brand, strategy & communication that blends the control, clarity, and trust of scientific precision with the kindness and warmth of our human nature, explains the innovative product and sets the brand for success with a modern female audience.
We started with what was at the time a quick MVP of the website and temporary packaging solution to ship first orders. Through several rounds of iteration, snuggs is now a more sophisticated brand that found its voice and values and earned the trust of customers.
Currently, snuggs sold over 100 000+ pieces, expanded to several countries in Europe and have thousands of satisfied customers.
The main audience for Lens are developers; the goal was to inspire them to start building new types of social media apps on the underlying protocol. The most challenging task was to come up with an easy to grasp metaphor for the decentralized social graph - digital roots that each of us have on the internet.
This established a vibrant universe of plant-like characters and expressions borrowed from the world of flora.
Process
snuggs aspires to bring the innovation, comfort and sustainability to women’s menstrual health. I created a visual expression of this brand’s mission and values, grounded in brand strategy and positioning; a conscious decision behind what the playing field is, and how they’ll win. I helped the young company to define who they are, what they’re doing, for who, and why it matters.
Then, I translated it into branded touchpoints – brand identity, e-commerce website, packaging, digital campaigns – even job postings!
What is unique about snuggs compared to established brands is that as a startup they move really fast. That means a design solution is rarely ever considered final. For example, over the period of one year, we produced three different versions of packaging; always the best fitting version for the current scale of the business. I
enjoyed it because it gave me frequent feedback from customers and an opportunity to improve designs over time – from solving a longer-lasting design of print inside panties to creating better-performing online ads.
Process
snuggs aspires to bring the innovation, comfort and sustainability to women’s menstrual health. I created a visual expression of this brand’s mission and values, grounded in brand strategy and positioning; a conscious decision behind what the playing field is, and how they’ll win. I helped the young company to define who they are, what they’re doing, for who, and why it matters.
Then, I translated it into branded touchpoints – brand identity, e-commerce website, packaging, digital campaigns – even job postings!
What is unique about snuggs compared to established brands is that as a startup they move really fast. That means a design solution is rarely ever considered final. For example, over the period of one year, we produced three different versions of packaging; always the best fitting version for the current scale of the business. I
enjoyed it because it gave me frequent feedback from customers and an opportunity to improve designs over time – from solving a longer-lasting design of print inside panties to creating better-performing online ads.
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