In an era where information about personal health is increasingly accessible, fertility has often remained an elusive topic, shrouded in outdated narratives and inaccessible medical pathways. Now, an Australian innovation is changing the game. WHEN, designed by Sydney-based agency Universal Favourite, is the country’s first direct-to-consumer service offering at-home egg count testing paired with access to leading fertility experts. It’s not just a medical service; it’s the beginning of a broader, more compassionate conversation around fertility.
Reframing the Fertility Narrative
Historically, fertility discussions for people with ovaries have revolved around the dreaded “biological clock”—a symbol of anxiety rather than empowerment. With WHEN, that narrative is being rewritten. Instead of focusing on fear and last chances, WHEN champions knowledge, proactive action, and informed choices. By giving individuals the tools to understand their fertility earlier, WHEN enables conversations that are about possibility, not panic.
The brand was tasked with an ambitious challenge: to create an identity that could hold its own within clinical environments while also feeling at home on the sleek shelves of beauty and wellness retailers. In short, it needed to be as credible as it was compassionate, balancing science with a human touch.
Building Trust Through Design
In a space historically dominated by sterile, overly clinical branding, WHEN brings a refreshing warmth without sacrificing professionalism. The creative process, supported by VML’s thorough research with focus groups and interviews, revealed a clear gap: while individuals are proactive about many health checks—like pap smears and mammograms—fertility is often overlooked until it’s too late to influence outcomes.
The medical system’s reactive approach to fertility leaves many feeling powerless. WHEN steps into this gap, offering accessible, proactive testing without the maze of referrals and costly procedures. In this sense, WHEN isn’t just a service; it’s empowerment through information.
A Visual Identity That Speaks Volumes
At the core of WHEN’s branding is a clean, confident wordmark. Paired with an organic, evolving cell-shaped symbol, it perfectly captures the brand’s dual nature: stability amid life’s fluid, unpredictable changes. Universal Favourite’s design choices—anchored by the ABC Diatype typeface—bring a sleek, modern, and slightly scientific edge to the brand’s voice, while a soft palette of lemon tones and neutrals ensures it feels approachable and warm.
Photography further humanizes the brand, favoring intimate, everyday portraits that invite viewers into the subject’s inner world. Natural textures are interwoven with these images, creating a layered storytelling approach that feels both familiar and deeply personal. Complementary iconography extends this visual language, offering nuanced ways to express the many emotional states tied to fertility.
Packaging That Reflects Care and Clarity
One of the first interactions many customers will have with WHEN is through the Egg Count Check kit. Its design echoes the thoughtful structure of the overall brand: logical, easy to navigate, and stylish enough to sit alongside today’s premium tech brands. Divided into three clear stages—Prepare, Collect, Send—the kit’s packaging is streamlined and intuitive, with high-quality materials and finishes that add a sense of reassurance and value to the experience.
An in-house designed and illustrated instruction booklet ensures users are guided through the process with clarity and ease, minimizing potential anxieties around at-home testing.
A Conversation, Not a Campaign
At the heart of WHEN is an understanding that fertility is deeply personal, often fraught with silent questions and unspoken fears. The very name—WHEN—functions both as a question and a declaration, sparking internal dialogue. Collaborating with copywriter Amy Scott, Universal Favourite developed a verbal identity that gives voice to these internal monologues, creating a brand that speaks with empathy and authority.
This empathetic approach extends into WHEN’s broader content platform, WHEN Matters—a blog dedicated to real fertility stories, credible medical insights, and community-driven conversations. It’s not just about providing a service but building an ecosystem where individuals can find support, solidarity, and empowerment.
A New Standard for Fertility Brands
WHEN represents more than just a breakthrough in fertility testing. It offers a new model for how fertility—and health more broadly—can be discussed, understood, and supported. By combining the rigorous credibility of medical science with the warmth and relatability of lifestyle branding, WHEN offers a refreshing and necessary alternative to the cold, clinical norms of the past.
As the conversation around fertility continues to evolve, WHEN stands poised to lead with compassion, credibility, and a deep respect for the individuals it serves. It reminds us that information is power, and that no one should have to navigate their fertility journey feeling alone.
