meli wawa

Have you ever wondered what was in your tampons? Exactly! meli wawa wants you to be aware of what you put inside your vagina, because it is the most absorbent part of your body. By being transparent and committed to organic and non-toxic ingredients, meli wawa allows women to be in charge of their health. As part of the final project at Illinois Wesleyan, I developed a tampon brand dedicated to instilling confidence in women. meli wawa initiates a conversation on women’s reproductive health and promotes a shameless way of talking about menstruation.
As I started exploring various ideas for the logotype, I noticed some patterns within my sketches and decided to focus on 4 different design directions. I concentrated solely on a wordmark, as the name itself offers many visual and auditory possibilities. meli wawa (“a powerful woman” in Toki Pona) sounds catchy and has a potential to change the language we use to talk about menstruation.

[1] Fluid—flowy and interconnected lines reflect the cyclic nature of menstruation and the strong bond between women.

[2] Blocky—rhythmic lines and blocks evoke the strength of feminist movements that call for change and empowerment.

[3] Messy—dynamic and loud strokes mirror the fearless spirit of women who confront social stigmas.

[4] Stampy—stamps reflect the idea of making one’s own mark by breaking taboos surrounding menstruation.
[1] Wordmark—Fluid
[2] Wordmark—Blocky
[3] Wordmark—Messy
[4] Wordmark—Stampy
As the next step, I pushed the ideas even further, combining imagery and typography together. I created new shapes and tested different positioning and sizing options of the brandmark against the logotype.

[1] 1st Attempt—I created abstract marks using the visual symbols of the words “meli” and “wawa,” which fuse into a shape resembling a tampon.

[2] 2nd Attempt—I decided to direct the shapes into more simplified forms—squares and rectangles—to allow for a more open-ended interpretation. I explored the negative and positive shapes as well as the splitting and joining of visual symbols. Some of the forms resemble figures and have a bodily feel while others appear ornamental and playful.
[1] Combination Mark—1st Attempt
[2] Combination Mark—2nd Attempt
Finally, I decided to return to a single wordmark. The combination marks were either too reserved or lacked visual hierarchy. The shapes worked better with quiet logotypes, but that went against the spirit of meli wawa, which encourages women to be bold and confident. Therefore, I settled for the messy logotype and created more letter forms to construct a new wordmark. The letters are handwritten with a Cola Pen, which allows for various degrees of spontaneity.

The final mark describes meli wawa as dynamic, fearless and badass. The handmade and organic character embodies the genuine spirit of the company while the aggressive and rough texture shows the resistance to social stigmas and taboos, inviting women to become part of the change.
Final adjustments
Final logotype
meli wawa tampons come in small packs of two, but can also be purchased in larger quantities in zero-waste packaging. There are 3 levels of absorbency: light (blue), regular (green) and super (pink). Each type has a distinct color, which can be quickly differentiated on a shelf. Pocket-size packages can easily fit into a purse or shared with other women in need of the product. The back of the packages contain statistics on period-shaming that raise awareness on this issue. The message is clear and straightforward: BLEED WITH NO SHAME. The packaging conveys the disruptive energy of the meli wawa community in transforming the way people approach and think about menstruation. Its bold design inspires women to strive towards the same direction.
The visibility of the brand depends on the effective application of the design elements. The following examples include: stationery, a landing page of a website, shopping bags, merchandise, shipping boxes and a delivery van.
meli wawa’s brand is a crucial part of the company, as it not only reflects ideals, but also influences how people perceive it. As meli wawa’s visual identity is a key factor of the brand strategy, it is important that contributors understand how and when to use it. The following guideline will help you understand the character of the brand and walk you through some simple rules.

↳ Graphics Standards Manual

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