We’ve spent the past several months working with the OEM team to design and develop the next iteration of their digital experience. Inspired by intimate moments of care, OEM is creating a new vision of healthcare that acknowledges how feeling cared for is an essential, and often overlooked, part of our health.

We entered the partnership with a shared understanding: care transcends simply buying a product to feel better. It’s community, it’s vulnerability, it’s layered and textured, and it looks different for each of us. With that vision in mind, we set out to create an experience that opens users up to multiple ways of experiencing care.

From a product filtering system based on user feeling, to a community board with notes from the founders and updates on events like sound baths and dinners, these various verticals of care come together to inform the personality behind the brand, which can only be described as intentional. And as you navigate through the site, you feel like you never really leave. Pages merge into one another, like you’re peeking into a window, rather than heading into a separate room. The overall experience is soothing, and acts as a signal for where the brand is heading.

While such a level of storytelling and intention takes time, space, and resources to create, the team is living up to the claim of a new drugstore. Many thanks to the OEM team for the trust and desire to discover ways to transform traditional e-commerce experiences into something memorable and significant.

The brand typography pairs Tiny with ABC Diatype – with its alternate single-story a activated.