JUDE STEPS INTO HER POWER WITH NEW SCIENCE – LED IDENTITY BY DEREK&ERIC

Moving into her power

Since launching in 2022, Jude has been raising the bar in bladder health. What began as a bold challenger brand supporting women through incontinence has grown into a thriving community, united by openness around a historically overlooked issue. Now, with the launch of its science backed pelvic floor supplements, Jude enters a new chapter and unveils a powerful new identity created by branding agency Derek&Eric.

The brief was clear. As women increasingly take ownership of their health, they are seeking solutions that address root causes, not just symptoms. Jude’s next phase needed a brand that to signalled authority, efficacy and confidence while maintaining the warmth that built its loyal following. Derek&Eric were brought in to evolve Jude from an incontinence brand into the science-led authority in bladder health.

Science for Living

Derek&Eric’s strategic platform, Science for Living, captures this shift. The new identity positions Jude as a brand grounded in clinical expertise and built around resilience and inner strength.

At the heart of the redesign is a transformed wordmark. Confident capitals with muscular forms express strength and credibility, while a deeper, more premium orange delivers greater impact and standout on at shelf. A new system of 3D ingredient icons brings clarity to the science, heroing potency and functionality in a way that feels modern and accessible.

Strength from the floor up

The brand line ‘Strength from the floor up’ draws inspiration from the pelvic floor itself, a group of muscles that carries over 100kg of weight daily. In a category long defined by shame embarrassment and euphemism, Jude now shows up with boldness and authority.

Peony Li, Founder of Jude, says: “We knew Jude needed to step into a new era as we launched our science backed pelvic floor supplements, and Derek&Eric were the perfect partners to help us do it. They truly understood our ambition to become the authority in bladder health and translated that into a brand world that feels confident, expert and powerful.”

Harriet Stansall, Strategy Director at Derek&Eric, adds: “At its core, this was about helping Jude step into its power. As the brand moved beyond incontinence support to something much bigger, inner strength became central to the strategy. It shifted the focus from symptom management to resilience and gave Jude the confident, powerful and modern voice that women today expect”

The new identity rolls out across packaging, digital and campaign assets to support the launch of Jude’s new pelvic floor supplements, marking a decisive step forward for the brand and the category.

Source: Derek&Eric

  Brand Identity, Branding, Derek&Eric, Jude, Marketing, Packaging