BRANDING & SOCIAL MEDIA
Redefining menstrual care for everyone
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 benefit individuals but also minimize their impact on the environment.
In this project, I took ownership of every design decision, from the initial concepts to branding, meticulous material selection, art direction for the campaigns, and the development of social media content.
As the founder of YONA, a small business based in Brazil, I aimed to encourage a more inclusive world and empower individuals to take control of their menstrual health while breaking down traditional gender barriers.
The challenge
The main challenge I faced in this project was developing a unique communication strategy that would resonate with all individuals who experience periods, regardless of their gender identity.
The goal was to create a genderless brand offering menstrual care products while intentionally using inclusive language and gender-neutral imagery, avoiding traditional stereotypes. This required a thoughtful approach to ensure the brand was welcoming to a diverse audience and challenged the conventional norms associated with period-related products.
The project
Research
Quantitative research and user interviews were the primary methods used to collect data and gain insights into the needs and experiences of the target audience.
The quantitative research was conducted through Google Forms and included 96 participants from Brazil. It focused on identifying trends, behaviors, and preferences related to menstrual care products.
To complement these findings, I conducted in-depth user interviews with three participants who experience menstrual cycles and live in Curitiba, Brazil. These interviews provided qualitative insights into their experiences, motivations, and challenges.
By combining quantitative and qualitative research, I developed a comprehensive understanding of YONA's target audience, which informed product design, branding, marketing strategies, and the overall user experience.
Some of the key insights from the discovery phase included:
What menstrual product do you currently use?
How many pads do you use per day during your period?
Have you ever experienced an allergic reaction from using disposable pads?
The images showcase several results obtained from the quantitative research conducted.
Creating the concept
Drawing on the insights and needs identified during the research phase, I explored symbols associated with menstruation, strength, and care while aiming for a refined, contemporary aesthetic. The challenge was to retain references to femininity without reinforcing gender stereotypes, resulting in a visual identity that feels inclusive and gender-neutral.
The name YONA is derived from the Sanskrit word yoni, which symbolizes the female genitalia. In many cultures, yoni is considered a sacred symbol of creation, pleasure, and birth. The name reflects the brand's mission to promote a healthier, more open, and inclusive conversation around menstrual health.
Branding & Visual identity
Based on the brand concept, I developed a visual identity centered on simplicity, inclusivity, and trust. The logo features a clean, modern typeface paired with a neutral color palette to create a timeless and approachable brand presence.
Every visual element was carefully considered to reinforce the brand's values. The typography was chosen for its clarity and legibility, conveying a sense of reliability, cleanliness, and confidence, while the understated color palette helps position YONA as an inclusive brand that moves beyond traditional gendered aesthetics.
The image highlights YONA's logo and slogan, designed with clean typography and a neutral color palette to convey a sense of simplicity and sophistication
For visual references, I explored natural textures and the shapes of diverse body types. I also created mood boards featuring everyday self-care rituals such as showering, sleeping, and lighting a candle to inspire the direction of the initial advertising campaign.
The image showcases a mood board featuring sensory imagery of a candle and a serene bath. These visuals played a significant role in shaping YONA's visual identity.
Product line
As part of building the brand, I was responsible for sourcing fabrics that prioritized comfort, durability, and performance for YONA's products. I also conducted user testing to evaluate the performance and absorbency of the reusable pads and collaborated with suppliers to source high quality, sustainable materials.
Guided by the brand's values, target audience, and commitment to thoughtful design, I developed a product line focused on practical, aesthetically refined, and environmentally conscious solutions.
The YONA product line includes:
Reusable pads
Crafted from soft, highly absorbent materials, these reusable pads are designed to last for years with proper care. They provide a comfortable, sustainable alternative to disposable menstrual products.
Candles
Made with essential oils, these candles bring the benefits of aromatherapy to the menstrual care routine, creating a calming atmosphere that encourages relaxation and self care.
Soaps
Formulated with essential oils, these soaps offer a gentle cleansing experience while incorporating the soothing and aromatic properties of plant based ingredients, supporting self care during menstruation.
Heating pad for menstrual cramps
Filled with natural seeds and grains, these heating pads provide comforting warmth to help relax muscles, improve circulation, and relieve menstrual cramps naturally.
The image showcases YONA's product line, including reusable pads, candles, soaps, and heating pads, all designed to support a more sustainable and comforting menstrual care experience.
Marketing strategies
One of YONA's key marketing strategies was collaborating with influencers to introduce the brand to a wider audience. I curated and sent product kits to a group of well-known Brazilian influencers, inviting them to share their honest experiences with their followers.
These authentic testimonials helped build trust, increase brand awareness, and create meaningful connections with the target audience, generating engagement through genuine recommendations rather than traditional advertising.
The image showcases several influencers featuring YONA's products in an aesthetically pleasing way, highlighting their unique features while reinforcing the brand's identity and values.
YONA also encouraged open conversations about menstruation by inviting influencers to share their personal experiences. The goal was to highlight the diverse perspectives of people who menstruate and explore how they navigate the physical and emotional aspects of their menstrual cycles.
These authentic conversations helped raise awareness, normalize discussions around menstrual health, and reinforce YONA's commitment to inclusivity. By combining influencer partnerships with meaningful storytelling, I was able to effectively promote the brand and connect with its target audience.
The image features an interview with an influencer sharing her experience and approach to managing her period.
Social responsibility
Access to menstrual products can be challenging for many people, which is why YONA is committed to making a positive impact. The brand partners with social organizations in Curitiba, Brazil, to support people who menstruate, particularly those from low-income communities.
By donating menstrual products and supporting local initiatives, YONA strives to improve access to essential care while promoting menstrual equity and dignity for all.
The image features a donation box filled with colorful underwear to be distributed to people in need in Curitiba, Brazil.
Our contributions help provide menstrual products to people in need, improving access to essential care and empowering individuals to manage their periods with dignity. These initiatives reflect YONA's commitment to creating a positive impact through both its products and its actions.