Belle Health
Designing a brand identity for a femtech startup transforming how women understand PMDD.
PMDD affects millions of women, yet most struggle for years without proper diagnosis or support. Belle Health recognized that existing tracking apps weren't built for the complexity of hormonal conditions. They needed something more nuanced, more human, and most importantly, more female-focused. As the women's health startup prepared to launch their Belle Ring©—a smart ring designed specifically for women that combines AI, biomarkers, and psychology to deliver personalized cycle-first insights—they needed a brand identity that could evolve with their expanding femtech ecosystem.
We led a brand refresh that mirrors Belle's sophisticated yet approachable philosophy. The sleek wordmark conveys quiet confidence while the simplified heart icon—evolved from Belle's beloved avatar—adds warmth and recognition. Inspired by fine jewelry design, we developed a richer color palette and clean typography that feels premium without being clinical. Every brand element integrates seamlessly across digital touchpoints and physical products, crucial for a company expanding from app to wearable technology. The refreshed identity speaks directly to health-conscious women seeking validation and evidence-based solutions, positioning Belle as both a trusted medical tool and a supportive community in the evolving landscape of women's health innovation.
