Reclaiming period care as a force of nature
The Challenge
WUKA came to us at a moment when period care was defined mostly by embarrassment, euphemism and functional minimalism. The brand had already built momentum as a trusted maker of reusable period wear and was championing confidence for people of all ages, from first periods to lived experience. But the category itself was still dominated by sanitised tropes and stigma, and WUKA needed to move beyond product utility into cultural presence and long-term relevance.
The brief was clear: help WUKA reconnect with its roots as a challenger brand while articulating a position that could resonate with tweens, teens and adults alike. WUKA wanted to speak directly to its community, redefine how it shows up in the world and challenge the norms of period care without losing the care and connection that underpin its mission.
The problem was not awareness. It was category perception.
To lead, WUKA needed a brand capable of reframing period care as something powerful, real and shared, rather than hidden and functional.
Strategy
We repositioned WUKA’s strategy around a charged, emotionally anchored idea: Force of Nature.
This idea didn’t emerge from aesthetics. It emerged from the brand’s lived context — a product born from frustration with silence and exclusion, a category shaped by shame, and a community that was eager for empowerment and honesty. “Force of Nature” captured both the biological reality of menstruation and the activating energy of those who live with it. It gave WUKA a belief that could shape behaviour, language and expression across every point of engagement.
This strategic shift moved the brand away from simply solving a functional need to normalising period care as a lived experience, worthy of visibility and pride. WUKA would not just participate in the category. It would redefine it.
Approach
To realise this strategy, we built a brand language that balanced strength with humanity.
We designed identity expressions that looked and felt confident without being brash, empathetic without being sentimental. The logotype’s forward-leaning stance signalled momentum and progress, while the soft curves brought warmth and accessibility. At the core of the visual system was the Lunafly marque, inspired by symbols of transformation, cycle and renewal, with its wings suggesting both motion and resilience.
Beyond visuals, voice and tone were crucial. We crafted a verbal platform — internally referred to as Big Sis — that speaks with the kind of honesty and care you’d want from someone a generation ahead of you: direct, supportive and human, without the patronising tropes of past period-care communication. This voice reflects real lived experience, normalises authenticity and encourages confidence.
The entire system was built to be flexible and expressive across retail, packaging, social and community contexts, designed to adapt without diluting the core belief.
Outcome
WUKA now stands with a distinct identity and voice that matches its cultural role. Where period care was once whispered about, WUKA’s brand reflects a visible, confident and inclusive presence. The identity is energetic and human, carrying both clarity and cultural relevance across platforms and touchpoints.
The brand now expresses itself with strength and nuance, helping people approach menstruation not as an inconvenience, but as a natural part of life that can be met with confidence and community. Through the identity and voice we helped shape, WUKA is positioned to support every person it serve, from tweens navigating their first periods to adults demanding products that work without compromise.
WUKA’s refreshed brand does more than look different. It changes how people feel about period care and how they participate in the conversation around it.
Strategic Scope
Brand Strategy & Positioning
Brand Framework Development
Audience & Cultural Insight
Peer & Audience Testing
Brand Architecture
Product Categorisation
Product Taxonomy & Tonal Framework
Creative Scope
Brand Identity Systems
Art Direction & Visual Language
Verbal Identity & Platform
Motion Design & Brand Dynamics
Packaging Design Systems
Digital Experience Design
Studio NARI team
Creative Director
Design Director
Designer
Designer
Angel Bantu
Designer
Motion
Strategy
Tone of Voice
Project Manager
Client team
CPO, CPTO, COO & Co-Founder
CEO and Co-founder
Brand Director