PhaseFizz is a concept I developed for a range of sparkling water drinks infused with vitamins, minerals, and botanicals — each blend scientifically tailored to support a specific phase of the menstrual cycle.
This project showcases my approach to product branding, from concept to campaign. Below, you’ll find the brand story and guidelines I created, along with mock-up flavours, design themes, and examples of brand activation campaigns.
Our brand is joyful, vibrant, and modern, blending the soft minimalism of the clean girl aesthetic with bold, playful colours that reflect energy and empowerment.
We’re an aspirational health brand grounded in empathy. We support women through every phase of their cycle with products that feel good, look good, and do good.
Empathetic & Supportive.
We speak with understanding and care, acknowledging the realities of hormonal health without judgement.
Empowering & Positive
We inspire confidence through positive messaging and cycle-supportive rituals.
Playful & Modern
We bring fun to function. Our tone is fresh, approachable and engaging.
Credible & Knowledgeable
We’re backed by science and expert advice. Our content is clear, trustworthy, and informative
To make cycle syncing simple, accessible and enjoyable through science-backed products that fit into women’s daily routines with fizz, flavour and feeling.
Empowerment: Our products and content help women feel more in control of their health and their lives.
Integrity: Science matters. Our ingredients, language and claims are backed by real expertise.
Progress: We champion innovation, inclusivity, and the evolution of women’s health education.
To empower every woman to understand, honour, and work with her cycle, reducing hormonal symptoms and rewriting the way we support female health, one phase at a time.
Demographics
- Women aged 18–40 in the UK, urban and suburban professionals or students.
- PCOS sufferers (6–13 % of reproductive-aged women) and those planning pregnancy later in life (average UK first birth age was 30.7 in 2020, ONS 2021).
Psychographics
- Health-conscious, digitally engaged, value clean-label and sustainable products.
- Seek convenient on-the-go”wellness solutions and community support.
Behaviours
- Active on TikTok/Instagram (#CycleSyncing), influenced by micro-influencers and health blogs.
- Willing to subscribe to DTC services for tailored nutrition and lifestyle guidance.
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