Eve Wellness unveils revamped brand strategy ahead of Australian launch via Willow & Blake

Willow & Blake, a creative agency renowned for its expertise in building and repositioning beauty and wellness brands, has partnered with Eve Wellness, a trailblazing New Zealand-based supplement brand, to overhaul its brand strategy, tone of voice, and messaging.

This strategic collaboration comes at a pivotal time as Eve Wellness expands into the Australian market.

Working closely with Founder and General Manager, Beatrice Thorne, Willow & Blake identified opportunities to strengthen Eve Wellness’ position as a leader in hormone, menstrual, sexual, and mental health.

Says Thorne: “Eve Wellness has always been a forward-thinking brand, challenging stigmas and addressing taboo topics around women’s health. However, as our audience continues to grow, we realised the time had come to evolve our messaging to remain relevant, impactful, and engaging.”

The collaboration between Willow & Blake and Eve Wellness was guided by a deep understanding of Eve Wellness’ audience: those on a hormone journey who are passionate about embracing open, candid conversations about their health.

“At the core of the brand strategy was a clear vision of Eve’s audience: Evies who unapologetically own their hormone health journey and want to discuss it openly,” says Bri Nixon, Creative Director at Willow & Blake. “This insight revealed the need for a tone of voice refresh, one that is bolder, more inclusive, and aligned with the brand’s mission. The messaging embodies the playful persona of Eve grabbing the ‘forbidden fruit’, which in this case means taking control of hormone health despite the taboo. It means confidently telling stigmas to ‘suck my supps’ (supplements).”

As part of the brand voice project, Willow & Blake delivered a new brand tagline, “You are what you Eve,” which perfectly encapsulates the brand’s philosophy: what you put into your body shapes your health and identity. A clever twist on the phrase “You are what you eat,” this tagline reinforces that what you choose to put into your body shapes your health and identity. It serves as a reminder that health is a reflection of your daily choices and that feeling good is a habit, not a destination.

As Eve Wellness continues its expansion into Australia, this revamped brand strategy and tone of voice are designed to make a lasting impact across both Australian and New Zealand markets. By embracing a bold and inclusive approach to hormone health, Eve Wellness is set to deepen its connection with Australian consumers, offering them the same empowering experience that has made the brand a beloved staple in New Zealand.

Adds Thorne: “In the past six months, our Australian business has doubled, driven by strong eCommerce growth. We’re also preparing for a national retail partnership, set to launch in July. To amplify this, a bold campaign with Willow & Blake will showcase our refreshed brand on a national scale.”