Menstrual Branding, Onetheful

Developed messaging, branding, and product modeling for menstrual products to enhance women's wellbeing. Moving beyond traditional size-based naming, I offered products that reflect various lifestyles. Prioritizing safety and transparency, my goal was to create a socially impactful branding that ensures comfort and safety during menstruation. Breaking away from traditional imagery, I adopted black and white with purple as an accent color to convey a modern sensibility.

Developed messaging, branding, and product modeling for menstrual products to enhance women's wellbeing. Moving beyond traditional size-based naming,

I offered products that reflect various lifestyles. Prioritizing safety and transparency, my goal was to create a socially impactful branding that ensures comfort and safety during menstruation. Breaking away from traditional imagery, I adopted black and white with purple as an accent color to convey a modern sensibility.

Personal work

Ewha Womans University

Graduation Exhibition

Type

Branding,

User Research,

Graphic Design,

Modeling

Duration

1 year (2017 - 2018)

1 year (2017 - 2018)

Tools

Illustrator,

Photoshop,

SketchUp


Jenn Koh

Work
Others
About
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Jenn Koh

Jenn Koh

Work
Others
About
Resume↗︎

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Re:melody Music Box Space

Background

After the toxic sanitary pad incident in Korea in 2017, trust in menstrual products significantly declined, leading consumers to demand improvements in brand perception. Most Korean menstrual products featured a white-centered design, which sparked consumer dissatisfaction due to lack of diversity. Additionally, the practice of packaging products in black bags and the similarity in designs across brands caused confusion in product selection. To address these issues, I recognized the need to enhance the design and marketing concepts.

Process

Over a year, I conducted user and market research, concept development, and package design work. This process involved conducting surveys with 166 users and interviews with 6 individuals both online and offline, focusing on the users' needs.

Qualitative User Research

To draw out vivid stories about consumer perceptions of menstrual products, purchasing habits, and branding, I conducted a month-long online survey and interviews. Through a total of 165 responses, I validated insights gained from desk research and identified the need for redefining the current image of menstrual products.

Insights

Through consumer needs and changing social perceptions, the brand image that emphasizes innocence is transformed into an image of an empowered woman. Instead, the transparency of the product is used to take advantage of the strength of pure ingredients.

Brand Naming

Circle & Wonder woman & Wonderful

Combining the concept of the monthly cycle with the image of a strong and confident modern woman symbolized by the Wonder Woman character, I created the 'Onetheful' brand, envisioning menstruation as a 'wonderful' time.

Output

I designed a menstrual product branding for modern women, focusing on eco-friendly information, breaking away from conservative images, portraying confident women, and emphasizing a diverse product range.


The range includes menstrual cups, tampons, sanitary pads, and hand sanitizers, creating four product lines considering activity and menstrual flow. For brand unity symbolizing 'wholeness' and transparency, I used circular graphic elements in the design. The packaging was crafted with circular cut-outs to highlight the purple graphics inside.

Process

Over a year, I conducted user and market research, concept development, and package design work. This process involved conducting surveys with 166 users and interviews with 6 individuals both online and offline, focusing on the users' needs.

Product Photography Shots

I planned the photo concept to align with the product branding and personally conducted the photoshoot in a studio.