Most women aren't aware of newer methods of managing their "time of the month". Nor do they realise the extremely damaging effects of using disposable menstrual products such as pads and tampons on the environment and even on their health. It's a topic that is treated with an out of sight out of mind mentality. This project is a conceptual brand that aims to bring a new light to the completely hygienic, eco-friendly and re-usable menstrual product known as the menstrual cup. Through youthful branding techniques, stigmas that are currently attached to these products are tackled in an unique way, encouraging more young women to try it out.
some shocking facts
The solution: Re-usable options...but?
The best way forward seems to be re-usable options. However, upon further investigation it seems menstrual education and opinions towards these reusable options aren't exactly great. Here are some reactions towards the menstrual cup.
People didn't really know what it was. Initial responses were that of disgust and fear. However upon educating them about the benefits and ease of using the menstrual cup as well as the drawbacks of the current methods they use, almost every woman was willing to try it out.
Current Branding Issues
The only brand that was available in the United Kingdom that can be purchased off shelves is known as the Mooncup. Upon asking the interviewees what their initial thoughts of the branding was the results were consistent throughout; it just wasn't appealing. This seems to be the same across the board, most menstrual products have the same appeal; too girly, too pink, too this too that.
AND SO T*TM WAS BORN
The idea was to come up with a completely new brand image for such an incredible product. T*TM is an acronym for the saying "Time Of The Month". The idea was to bring this brand to life using a youthful and daring approach, so as to bring recognition to this revolutionary product. I wanted to turn it into something that was cool so that more women are encouraged to pick it up off the shelves.
Implementing group discussions/workshops
After various interviews with countless girls, it became clear that periods are not a topic that are openly and widely discussed. This is how stigmas are born. It became clear that creating a space that allowed women to openly discuss female related issues served as a strong platform to encourage women to exchange experiences and learn more about their rights.
Most women agreed that many of them did not receive proper or formal education or information of menstruation, which seems bizarre. Another factor that was pretty shocking was that many women were not aware of the impact of using disposable menstrual products on both the environment and their health. Countless girls felt more empowered and informed after I had spoken to them via small discussions/workshops.