FEND improves respiratory health through a new, scientifically proven practice for airway hygiene. Invented by Harvard aerosol physicist Dr. David Edwards, FEND’s specially formulated micro-mist strengthens the upper airway’s ability to filter out harmful particles and helps prevent dirty air from traveling deep into the lungs. Working alongside the company’s founders, we created the industrial design, user experience, and packaging of FEND while also developing the company’s brand strategy, identity and messages.
Because effectively using FEND requires some small new behaviors, our primary goal was to shape the product in ways that are intuitively understandable, approachable, and easy to use successfully. Influenced by simple geometric forms and materials more typically associated with aspirational health and beauty products, FEND comes together in a compact hourglass shape that is easy to use with one hand and small enough to carry in a pocket of bag throughout the day.
Similarly, product packaging takes its cues from beauty care products, using angled panels within a simple sleeve and carton structure to create an elevated out-of-box experience out of lightweight, sustainable materials. And to encourage successful adoption of a new health habit, the packaging also includes the “21 Days of FEND” guide – a simple way to begin practicing airway hygiene.
FEND’s new brand strategy and visual identity reflects the clear, optimistic and scientific nature of the company’s technology and founding team. The visual identity is centered on a monogram-like mark combining the initial F with the simple saline droplet that makes FEND so effective. The brand system creates a forward-looking and positive representation of FEND’s approach to health as well as its natural ingredients – salt and water.