carafem is refreshed, resilient, and ready for a brighter future
Since 2013, carafem has been revolutionizing the abortion care experience. Our unique client-centered approach combines the best medical experience with personalized information, support, and services to help each client feel comfortable and at ease.
After more than a decade of providing reproductive and sexual healthcare, we decided it was time to update the look and feel of our brand. As we continue to grow and evolve, we're excited to introduce a brand refresh that reflects our values and commitment to our clients.
Why the New Look?
Our new colors were chosen deliberately to convey strength, professionalism, and compassion. The introduction of a dark green provides a sense of anchoring and stability, while the pink pays homage to the color that has been synonymous with the carafem brand for the past 10+ years. The additional colors in our palette give our brand a clean, modern, and approachable look and feel.
Why the New Tagline?
Our new tagline, "Yes, you deserve great abortion care," shifts the focus to our clients. We understand that having an abortion won’t be emotionally or physically “great” for many people. Our focus is making the care that surrounds abortion respectful, seamless, easy, and supportive. Everyone is worthy of great care, including abortion care.
This tagline not only fights common misconceptions and stigma surrounding abortion, but also reassures people that they’re worthy of control, power, and freedom in their life, and in their reproductive and sexual healthcare. It’s perfectly normal to have an abortion and it should be an empowering, professional, compassionate experience.
Why the New Shapes?
Our new brand pattern is a dynamic celebration of the abortion pill—the care option 85% of our clients select. Constructed using shapes that call back to our logo, this pattern features an oblong pill shape with an asymmetrical break—a nod to the single line on a negative pregnancy test. This design element is a powerful reminder of the freedom and autonomy that comes with reproductive choice.
What This Means for You
Our brand refresh is more than just a new look. It’s a reflection of our commitment to providing the best possible care for our clients. We're dedicated to creating a safe, supportive, and nonjudgmental space for people to make informed decisions about their reproductive health. With our new brand, we're reaffirming our promise to provide exceptional care and compassion to every person who walks through our doors and connects with us online.
Stay Tuned
Over the coming weeks and months, you'll see our new brand rolled out across our website, social media, and health centers. We're excited to share this new chapter with you and look forward to continuing to provide the highest quality care to our clients.
Thank you for being part of the carafem community! 💖
