Menstruation. A natural physiological process that often remains too taboo for a private discussion yet ignites many global social issues. On one side there is period poverty which affects those who don't have access to adequate hygiene facilities and safe menstrual products; on the other side single-use products such as tampons and pads together with their packaging generate more than 200,000 metric tons of non-recyclable waste annually.
In support of the growing movement of destigmatizing and dignifying periods, in 2018 Mesačnica project was created. It sought to open a dialogue on the use of healthier and more sustainable menstrual products which were at the time not very popular nor accessible on the Slovak market. The main focus was to fill in the present information gap by creating an educational website, an e-shop, social media accounts, and printed promo materials that would deliver a clear and concise visual guide to reusable menstrual products.
In order to challenge the typical embellished pink graphics that reinforce stereotypes, the brand identity was meant to embody a more truthful representation of menstruation. The natural connection between the lunar and menstrual cycle in their four-phased repetition is illustrated and conceptualized by the symbolic portrayal of the Lunaria plant.
The main elements were conceived by overlapping geometric shapes extracted from a menstrual cup, moon phases, and the yoni symbol, all embodied through the physiology of the Lunaria. The center alignment and mirrored symmetry across the design further enhance the depiction of the balancing nature of monthly cycles.
To steer away from the scientifically-looking blue liquid poured onto pads, that used to widely occur in mainstream advertising, the core color used in Mesačnica design is red, honoring the menstrual blood and primal life forces. Furthermore, the color palette contains black, which stands for intimacy, nocturnal slow-down, and shades of pastel blue to convey safety and comfort.
Nowadays, Mesačnica develops further tools that advocate for body literacy. Its lunar calendar was designed to aspire a positive relationship towards one’s menstrual cycle through the ritual of monthly charting it, learning about its patterns, and observing whether there exists any correlation with the lunar cycle. This works by the means of a circular layout that offers the possibility to color in days of menstruation and other observable cyclical signs such as ovulation or PMS. If the calendar is used regularly, a personalized visual representation of a cycle appears in the form of a mandala.