top of page

Yona Branding

A genderless brand prioritizes inclusivity, serving all individuals regardless of their gender identity.

Launched in 2021, YONA offers a wide range of products specifically designed to meet diverse needs during the menstrual phase, promoting a self-care ritual during a time that can be challenging for many individuals. With a strong emphasis on sustainability and eco-friendliness, YONA prioritizes the design of products that not only provide benefits to individuals but also strive to minimize their impact on the environment.

In this project, I took ownership of every design decision, starting from the initial concepts and extending to branding, meticulous material selection, art direction of the campaigns, and the development of social media content.
As a founder of YONA, a small business from Brazil, I aimed to encourage a more inclusive world and empower individuals to take control of their menstrual health, breaking down traditional gender barriers.

The challenge

The main challenge I faced in this project was to develop a unique communication strategy that would cater to all individuals who experience periods, irrespective of their gender identity.

The goal was to create a genderless brand that included products related to menstruation, while consciously designing and marketing them using neutral language and imagery, thereby avoiding gendered stereotypes. This required a thoughtful approach to ensure inclusivity and reach a diverse audience, breaking away from the traditional norms associated with period-related products.

The project


Quantitative research and user interviews are two essential methods for collecting data and gaining insights into the needs and experiences of a target audience. Quantitative research involves collecting and analyzing data to understand trends and patterns in a particular population. The quantitative research was conducted using Google Forms and involved 96 participants from Brazil.

On the other hand, user interviews include having conversations with individuals to gather qualitative information about their experiences, preferences, and motivations. The user interviews were conducted with 3 participants who have menstrual cycles and reside in Curitiba, Brazil.

Combining these two methods, I comprehensively understood YONA's target audience and used the data to develop product designs, marketing strategies, and user experience improvements.

Some relevant data compiled from the discovery were:

What menstruation product do you currently use?

How many pads do you use per day?

Do you have or have you ever had an allergy when using disposable pads?

The images showcase several results obtained from the quantitative research conducted.

Creating the concept

Considering the insights and needs of the target audience, I looked for elements that were associated with menstruation, female strength, and at the same time, with high aesthetic value. So, I developed the brand concept by balancing feminine elements and transforming them into neutral ones.

The name chosen was YONA, which comes from the Sanskrit yoni, which symbolizes the female genitalia. For some people, the term yoni carries sacred meanings, as it is a source of pleasure and birth.

Branding & Visual identity

From the concept, I created the logo with a clean font and a neutral color palette, carefully considering the visual elements that comprise the brand's identity. I selected a legible, modern, and simple font to convey a sense of reliability and cleanliness.

The image highlights YONA's logo and slogan, designed with clean fonts and neutral colors to communicate a feeling of simplicity and sophistication.

For visual reference, I explored natural textures and shapes of different body types. Additionally, I created mood boards featuring everyday rituals like taking a shower, sleeping, and lighting a candle to inspire the initial advertising campaign.

The image showcases a mood board featuring sensory images of a candle and a serene bath moment. These visuals played a significant role in the development of YONA's visual identity.

Product line

As part of my role in creating the brand, I had the responsibility of sourcing suitable fabrics that prioritize comfort, durability, and performance for YONA's products. Additionally, I conducted user tests to assess product performance, ensuring absorbency for reusable pads. Moreover, I established connections with suppliers to secure access to high-quality materials.

Taking into consideration the brand values, target audience, and emphasis on aesthetics, I developed a product line focused on creating practical and environmentally friendly offerings.

The YONA universe is composed of: 

Reusable pads

Crafted from soft and absorbent materials, these pads can be worn for multiple years and washed after each use. They present a sustainable and eco-conscious alternative to disposable menstrual pads.


These candles offer the benefits of aromatherapy and are made with essential oils. They serve as a perfect addition to any self-care routine during the menstrual cycle, creating a soothing and relaxing ambiance.


Made with essential oils, these soaps incorporate the fragrant and therapeutic benefits of plant-derived essential oils into their composition. They enhance the self-care experience during menstruation, providing a gentle and nourishing cleansing option.

Heating pad for menstrual cramps

Made with natural seeds and grains, these heating pads are designed to help relax the muscles, relieve pain, and promote circulation. They offer a comforting and natural solution for menstrual cramps, providing soothing warmth and comfort.

The image showcases a variety of YONA's products, including reusable pads, candles, soaps, and heating pads.

Marketing strategies

One example of a marketing strategy employed by YONA involved collaborating with influencers. I provided product kits to a group of well-known influencers in Brazil and requested that they share their personal experiences with their followers. The influencers' authentic and sincere endorsements played a significant role in establishing a connection with the target audience and generating interest and engagement for YONA.

The image showcases multiple influencers presenting YONA's products in an aesthetically pleasing way, emphasizing their unique features and benefits.

Furthermore, YONA started conversations that revolved around influencers' experiences with menstruation. The goal was to highlight the varied perspectives and experiences of individuals who menstruate and how they handle their emotions during this time. These discussions provided an opportunity to increase awareness, spark conversations about menstruation, and demonstrate the diverse range of viewpoints and experiences among menstruators. By combining these strategies, I was able to effectively promote YONA and reach the intended audience.

The image features an interview with an influencer, sharing her experience and approach to managing her period.

Social responsibility

Getting menstrual products can be difficult for many people, so it's our duty to help make a positive difference. That's why YONA is actively involved in supporting social organizations in Curitiba, Brazil, that assist individuals who menstruate, especially those from low-income backgrounds. We believe in ensuring that everyone has access to necessary menstrual products and are committed to making a positive impact in our community.

The image features a box filled with colorful underwear intended for donation in Curitiba, Brazil.

Our contributions to these organizations aim to provide disposable menstrual products to those in need, thereby enhancing their quality of life and empowering them to manage their periods with dignity. These donations showcase our dedication to making a positive impact through both our products and actions.

bottom of page