Jude repositioned as science-led authority in bladder health

The wellness brand helps women take control of their bladder health with the help of science-backed products. Partnering with Derek&Eric, the rebrand, following the launch of new pelvic floor supplements, focuses on bringing more confidence to Jude’s identity while maintaining the warm energy it was built on.

The new brand line, ‘Strength from the floor up,’ was inspired by the pelvic floor, a group of muscles and ligaments that support organs like the bladder, uterus and bowels by carrying over 100kg a day. London-based design agency Derek&Eric helped to ground Jude in clinical expertise, rebuilding the brand around resilience and inner strength. In support of Jude’s new pelvic floor supplements, the rebrand is featured in packaging, digital and campaign assets.

At the centre of the rebrand is a refreshed wordmark. The former Jude logo featured curly, soft letters. Now Jude stands tall in all caps, taking a more muscular form to express strength. A subtle change to the orange gives the wordmark greater impact and standout on the shelf. 

3D ingredient icons on packaging and educational inserts clarify the science behind its products in a way that feels modern and accessible.

“As [Jude] moved beyond incontinence support to something much bigger, inner strength became central to the strategy,” says Harriet Stansall, strategy director at Derek&Eric. “It shifted the focus from symptom management to resilience and gave Jude the confident, powerful and modern voice that women today expect.”