We are SIRKA – a full-cycle DTC agency
Feelomena.
A premium brand in the rapidly growing menopause niche
Overview
We developed the positioning, visual identity, and premium packaging concept for the launch of an American DTC supplement brand in the fast-growing menopause niche (45+).
Brand Concept
While competitors focus on "symptom relief," we created a brand of strength, mature beauty, and ambition. The Feelomena concept, with its tagline "Wise. Wild. Wonderful.", perfectly captured the insight of self-sufficient women who have no intention of slowing down during perimenopause and menopause. Instead of a medical aesthetic, we introduced a language of premium style and confidence.
Package Design & Art Direction
We developed a visual DNA in deep wine and purple shades, creating a design focused on the pleasure of daily use. This bottle doesn't get hidden away in a medicine cabinet; it elevates any cosmetics shelf, highlighting the owner's status.
Validation
To test our hypotheses, we used AI to generate a series of realistic, high-trust photo concepts featuring charismatic models, and tested the visual concept with focus groups.
The testing yielded highly positive feedback from the target audience: women noted a strong emotional connection and the premium feel of the concept. The client left with a finished brand, an approved design, and a clear roadmap for development as they finalize product formulas and prepare to launch production.
"The niche for products targeting women in perimenopause and menopause is on the rise, and it’s a long-lasting global trend. The 45+ age group is a new prime era, a time when a woman reaches the peak of her confidence, style, and ambition. With Feelomena, we moved away from the traditional medical narrative of treatment and pity. Our goal was to create a premium ally brand that helps women shine even brighter."
Angelina Andreeva · Creative Lead
Project team
- Project ManagerKirill Zelensky
- Creative LeadAngelina Andreeva
- ResearcherKateryna Sokolovska
- ResearcherDmytro Stepanenko
- DeveloperRoman Ustychenko