The Business Problem

A reproductive health startup wanted to expand its offering.

Until then, the brand focused on fertility solutions for women. Now, they were ready to enter the sexual wellness space with at-home diagnostic services for both men and women.

The internal thinking was clear.

Make it about privacy and convenience. Build the tech, and consumers will come.

But something was missing. A brand built on logistics alone would never spark trust in a category this sensitive.

What We Uncovered

We began with qualitative research across four metro cities. Men and women across age groups spoke in half truths, euphemisms, and long silences. It was clear that while people cared about discretion, that was not the core issue.

The deeper problem was emotional.

People felt defective.

Men feared being seen as weak.

Women feared being judged for even asking.

The category was not just taboo. It was lonely.

One line from a respondent summed it up:

“I am not embarrassed to take a test. I am embarrassed to admit I might need one.”

The Strategic Shift

This was the unlock.

Privacy was expected. But compassion was the differentiator.

We reframed the brand around empathy. Not in a performative or pitying way, but as a quiet, confident assurance that said you are not alone.

This shift influenced every decision that followed.

How We Brought the Positioning to Life

We renamed the brand with a word that felt warm, safe, and human.

We created two clear offerings, one for men and one for women, but housed under a single emotional idea.

Design, tone of voice, product architecture, and content were all softened without becoming unserious. The brand spoke plainly, but with care. It did not shout innovation. It whispered understanding.

This was not a brand for sexual health.

It was a brand for dignity.

What Changed

The repositioning gave the team a clear story they could take to market and to investors.

The rebranded startup launched in 2022.

Soon after, they raised 3.5 crore dollars from leading investors including Y Combinator and several well known venture capitalists.

More importantly, they had built a brand that could speak confidently in a category where everyone else was whispering.