Hims & Hers
Gin Lane helped launch two of the brands that defined direct-to-consumer telemedicine: Hims, the men's wellness brand, and its sister brand Hers, built for women. Hims came first.
Setting a foundation based on empathy, to talk about sensitive health issues.
Our strategy from the beginning was to be up front with our customer. We developed a conversational tone that is backed by science - allowing people to dig deep for the information if they choose.
Normalizing men's health issues is something permeates through all aspects of the Hims brand - from tone, imagery, to product UX and customer service.
It was important to communicate to customers that this is real medicine that delivers real results, and forhims.com is a place customers can trust to learn about all that.
We wanted to relax our audience, using subtle humor, and contextual product imagery.
Showing that men dealing with similar issues is normal and relatable.
We decided early on that Hims' content should focus on showing normal men and how they deal with these issues.
The art direction has strived to be fun, eye-catching, and honest. We implemented visual metaphors such as a cactus and plants as a personable way to describe the product benefits.
We helped the Hims team keep the art direction consistent across multiple categories and content production partners, ensuring all outputs shared the same brand vibe and tone.
We made the brand approachable with warm tones, clean photography, a relatable cast, and natural elements like plants.
Our goal from the beginning was to set up a website that felt like a normal ecommerce website - where users could easily see prices on a per product level and understand the product offerings.
We positioned the "doctor visit" to come after the checkout in order to make the purchase funnel seamless and normal.
We designed the post-purchase flow to handle the continued doctor <> patient communication that needs to happen - as well as any unique customer edge cases. The site subtly simplifies a HIPAA-compliant user experience into a friendly, approachable shopping experience that looks great across all breakpoints.
hims.com is a HIPAA-compliant, easy-to-use e-commerce site.
We oversaw all photography, video, and graphics across multiple platforms and handled the business's evolving needs.
We've been strategic with the content rollout to ensure each new release feels fresh, while also familiar to our audience.
Hims visuals have evolved since release to keep up with the fast-paced evolution of the business.
From radio ads to sports stadiums, gyms, television, and online, the goal has been to make sure the content is situationally aware and understands the customer's context.
The Hims visual language is unique, yet easily recognizable across all mediums.
Within a year of operation, Hims was the fastest-growing men's wellness brand in America.
With the same thinking that got men to talk openly about their health online, we turned to women. Hers launched as Hims’ sister brand: accessible, affordable prescription hair, skin, and sex products, delivered with the same candor and an entirely different voice. Gin Lane handled the go-to-market strategy, naming, brand identity, art direction, photography, out-of-home, and web & UI design.
Give women control of their healthcare, without the stigma that usually comes with it.
Hims had proven the category. The harder job was building the women's side without simply recoloring the men's brand pink. Women's health carries its own weight of stigma, shame, and clinical coldness, across hair loss, acne, birth control, and sexual health. The brand had to feel like it belonged to its customer, not to a doctor's office.
The strategic call was to put the woman first and the diagnosis second. Hers doesn't tell you what's wrong with you. It assumes you already know your body and makes it easy to do something about it.
The color system stays soft on purpose: blush pink, sage and mint greens, dusty slate blue, and cream- the tones of a calm morning rather than a pharmacy. Soothing, but never timid. Typography moves between elegant and approachable, an editorial serif for the brand's voice and a clean sans for the functional work of prices, dosages, and instructions.
The friendly line-icon set does quiet but important work. A dropper, a pill packet, an FDA badge, a water drop, each drawn simply enough to make a prescription for acne or birth control feel ordinary instead of loaded. The icons remove the stigma most healthcare branding leaves sitting on the page.
The photography is the emotional core of the brand. Everything was shot on film, without retouching, so the result is warm, real, and specific rather than the airbrushed stock most healthcare brands reach for. The direction celebrates women who are comfortable and radiant in their own skin: mid-routine, mid-laugh, applying product, washing their hair, sitting with themselves.
The cast is diverse and unposed. The lighting is natural. The whole system trades aspiration for recognition, so customers see themselves instead of a model.
Shot on film, not retouched, so the skin looks like skin. Recognition over aspiration.
The identity was built to hold together across every surface the launch touched: the site, the packaging, the social rollout, and out-of-home. The same wordmark, palette, photography, and icon language carried from a 2-inch product label out to full-scale OOH, so a customer meeting Hers on a wall met the same brand she'd meet at checkout.
Hers launched as the women's counterpart to America’s fastest-growing men’s wellness brand.
Together, Hims and Hers gave a generation a way to seek treatment for the things they'd been taught to keep quiet- hair, skin, and sexual health- in a brand that felt like it was on their side.
