The founders of Willow hired Worn to help them build a thoughtful DTC e-commerce brand for women who struggle with incontinence. We saw this as an exciting opportunity to create a product, a brand, and a message for women who are vastly underserved. It’s no shock to anyone that our culture has a complicated relationship with “aging.” Until now, disposable underwear has been associated with shame for most women, so we are setting out to help anyone who is suffering with incontinence take back their confidence.

We wanted to capture the essence of an older, wiser audience. To do that, I worked to cast real people within our target demographic to model the underwear styles. Their poses are powerful, soft, feminine, and always embracing of their life stage.

The founders of Willow hired Worn to help them build a thoughtful DTC e-commerce brand for women who struggle with incontinence. We saw this as an exciting opportunity to create a product, a brand, and a message for women who are vastly underserved. It’s no shock to anyone that our culture has a complicated relationship with “aging.” Until now, disposable underwear has been associated with shame for most women, so we are setting out to help anyone who is suffering with incontinence take back their confidence.

We wanted to capture the essence of an older, wiser audience. To do that, I worked to cast real people within our target demographic to model the underwear styles. Their poses are powerful, soft, feminine, and always embracing of their life stage.

I customized a handwritten logo to bring elegance and dignity to a category that’s often infantilizing, adding a lean to the word mark to convey the strength and adaptability behind the brand name.

I created illustrative icons to easily convey the Willow standards: affordable, discreet, convenient, and no commitment.

I customized a handwritten logo to bring elegance and dignity to a category that’s often infantilizing, adding a lean to the word mark to convey the strength and adaptability behind the brand name.

I created illustrative icons to easily convey the Willow standards: affordable, discreet, convenient, and no commitment.

Contrary to the existing aesthetics of the category, I took a discreet and fashion-forward approach, using colors not normally paired with incontinence underwear: sand, mauve, cobalt, and orange.

Contrary to the existing aesthetics of the category, I took a discreet and fashion-forward approach, using colors not normally paired with incontinence underwear: sand, mauve, cobalt, and orange.

I worked with Willow to create a mobile-first, e-commerce experience, designed for a demographic that’s typically ignored or under-served by direct-to-consumer brands. Knowing I was designing for an audience that’s in their 40s, 50s, and 60s, legibility was top-of-mind. To make the site as user-friendly as possible, I designed with a minimalist aesthetic, conveyed product benefits with beautiful iconography, and ensured readability through large text.

I worked with Willow to create a mobile-first, e-commerce experience, designed for a demographic that’s typically ignored or under-served by direct-to-consumer brands. Knowing I was designing for an audience that’s in their 40s, 50s, and 60s, legibility was top-of-mind. To make the site as user-friendly as possible, I designed with a minimalist aesthetic, conveyed product benefits with beautiful iconography, and ensured readability through large text.

ROLE - Art Direction, Concept, Logo, Branding, Packaging, Mobile-web design, UI, UX

AGENCY - Worn

CLIENT - Willow

PHOTOGRAPHER - Kronus Studio

ROLE - Art Direction, Concept, Logo, Branding, Packaging, Mobile-web design, UI, UX

AGENCY - Worn

CLIENT - Willow

PHOTOGRAPHER - Kronus Studio