Yours, Yarrow
Brand Identity
Role: Researcher & Designer
Duration: September - December 2020
Scope: Market Research, Interface Design, Brand Identity, Logo & Packaging
About
The goal of ‘Yours, Yarrow’ is to create a brand that not only caters to women who experience childbirth but also fulfills the daily essential needs of the general public, as a portion of the profits from the gift box sales provided funding to low-income mothers for counseling, therapy and psychiatrist sessions, as well as support groups. Different platforms would also be established as safe spaces for mothers to express their feelings, as well as serving as an educational platform for families, friends, and the general public, to learn more about postpartum depression and how they could provide support to mothers in need. The brand name, ‘Yours, Yarrow’, is inspired by the yarrow plant, which has long been affiliated with war and healing. It strives to shed light on the struggles that mothers face during their pregnancy and childbirth, as well as serve as a reminder for them to take a step back and take care of themselves. The brand comes complete with a gift box containing everyday items such as candles, safety matches, shampoo, towels, bar soap, wet wipes, and lip balm, as well as an informative website and mobile app. Since postpartum depression is not as commonly talked about as other mental health issues, I wanted to use this project to advocate for the community and spread awareness with items that could be used on a daily basis. Moreover, some mothers are afraid of the idea of therapy due to cultural background influences, being in denial, or seeing therapy as something bad. By using meditation kits filled with daily-use objects, women could find more comfort in their postpartum experience. These objects are also able to be used by the general public, which would be able to be educated in an approachable way.
Research
Globally, 10% of pregnant women and 13% of women who have given birth experience the syndromes of postpartum depression. Women in developing countries have a higher chance of experiencing such issues (15.6% of pregnant women and 19.8% of women who gave birth) due to the lack of resources and support from their community (i.e. support groups, financial difficulties). In the United States, 1 out of 8 women (pregnant/after labor) has experience with this disorder.
Some of the symptoms of postpartum depression include:
Crying more often than usual
Sudden feelings of anger
Withdrawing from loved ones
Feeling numb or disconnected from their baby
Worrying that they would hurt the baby
Feeling guilty about not being a good mother
Doubting their ability to care for their baby
Feeling neglected or ignored by their family members
Factors such as poverty, migration, extreme stress, exposure to violence (domestic, sexual, and gender-based), emergency and conflict situations, natural disasters, and low social support increase the risk of developing such a disorder.
20% of mothers develop clinical depression from untreated postpartum depression later in their lives
70% of maternal deaths involving opioids occurred during pregnancy or up to 42 days postpartum (mothers choose to abuse substances due to emotional drain and feel of lack of support)
14-30% of maternal deaths are due to either suicide or drug overdose
20% maximum of pregnant women receive a prescription for opioids in some states in the United States.
In the Victorian languages of flowers, Yarrow symbolizes war and healing, which relates to the struggles that mothers face during their pregnancy and after childbirth, often stemming from postpartum trauma and sadness. This is the reason that I picked this plant as the symbol of the brand.
Products
Giftbox
Mood Tracking App
Website