Newsflash: CPG pregnancy brands suck.

Case Study Coming Soon


Just take a walk down the “feminine care & planning” aisle… You’re instantly drowning in glowing mom silhouettes, storks, and seventeen shades of pink. Can someone tell me whose pregnancy this is? IRL you feel more like “an emotional blimp who can’t cough without peeing a little.” It’s in those moments that you most want your partner’s support, but what exists on shelves excludes anyone but mom-to-be. To solve for the isolation & misrepresentation, we invented a pregnancy brand built for modern partnership.