Thera: Reducing stress and boosting relaxation with therapeutic weighted products

Thera is an ecommerce brand that creates weighted clothing and blankets to alleviate symptoms of stress and anxiety. The brand was founded by Jenny Rosenberg, a mother who struggled with depression and anxiety from daily responsibilties. Everything changed when she discovered the therapeutic benefits of weighted pressure on the body.

Empowered with a background in fashion, Jenny launched her flagship product: the Therarobe. It’s a weighted robe that simulates the feeling of a hug. The brand has expanded to include other products such as weighted blankets and hoodies, all of which are machine-washable.

The Challenge

To effectively convey the concept of the "feeling of a hug" in the visual identity and website for Thera, we had to carefully balance several key elements.

The brand needed to exude a sense of comfort and warmth, while also maintaining a level of sophistication and luxury. To appeal to a broad audience, we aimed for a unisex design approach.

Furthermore, with the crowded ecommerce market and competition in the weighted products space, it was crucial to create a distinct brand image for Thera to carve a niche in the industry and gain traction.

The Strategy

I worked closely with the Brand Strategist and Founder of the company to uncover the core essence of the brand in a thorough brand discovery session. We identified key brand pillars such as sophistication, calmness, and sincerity, and defined the brand aesthetic as "comfort luxury".

Our primary target audience was identified as "The Do-it-All Mom" — women aged 40-54 who struggle with mental health conditions and seek moments of calm in their daily lives.

This led to the creation of a few stylescape explorations, which guided the development of a cohesive brand identity and website design that reflected these elements.

The Solution

Thera's brand embodies "comfort luxury" through its use of neutral colors and earthy tones that mirror the hues of the products. The abstract weighted stones in the logo symbolizes the sensation of comfort and relaxation that Thera's products provide.

The website is designed to be inviting and warm, featuring people of all ages in comforting home settings, wrapped up in Thera's products. The fluffy texture of the products is emphasized through zoomed-in product photography that forms the background of certain sections.

The website design is clean, serene, and welcoming, with a sophisticated serif font for headings and a modern sans-serif typeface for body text.

The rebranding and website design have been crucial for Thera to establish a strong presence in the ecommerce space among thousands of other brands. As a result, Thera is seeing significant success, receiving positive reviews from influencers such as Mayim Bialik, and selling products at Saks Fifth Avenue in New York City.

See the full website here: https://www.therabrand.co/