First Response is one of the most trusted pregnancy test brands on the market. Its overall visual identity was dated and the packaging was chaotic and confusing. The brand was in need of a refresh to remain a top competitor and relevant in a growing market.
Warm, neutral colors were utilized to infuse a crucial message of inclusivity, replacing harsh and overtly feminine hues. A redesign of the packaging shows clear differentiation between test types, and a modernized logo maintains a hint of familiarity.