Planet-friendly period underwear for people with complex periods
monthly is the first period underwear company designed specifically for individuals with complex periods. Understanding that the traditional period industry has often left people feeling unseen, unheard, and let down, monthly is committed to flipping the script.
Their planet-friendly period underwear is made for everyone who bleeds, whether you are trans, non-binary, or female-identifying. monthly understands the unique challenges of living with PCOS, endometriosis, pelvic floor dysfunction, and other conditions that make periods more difficult. That’s why monthly aims to create products that prioritize comfort, sustainability, and affirmation.
Deliverables: Brand Design, Shopify Web Design and Development
Timeline: 2 months
Year: 2024
Results: 274% increase in sales, 429% increase in orders, 195% increase in conversions within 90 days of launching
Behind the rebrand
monthly’s original visual identity revolved around a matcha green color. As we approached the rebrand, we knew this shade had to stay - it was staple in their brand and was featured in their signature checkered boxers. However, tweaked the color, shifting it to lean more green than gray for a fresher, more vibrant feel.
Aiko, monthly’s founder, envisioned a visual identity that was gender-neutral and inclusive. The challenge was to create a look and feel that avoided typical period branding clichés.
Through research, I observed that many brands in the period industry leaned heavily into shades of red as their core color. To differentiate monthly, we intentionally moved away from red entirely. Instead, we curated a palette that was soft and exuded comfort - neither overly feminine nor masculine.
Color Palette
We intentionally choose colors that are very different than other brands in the period underwear industry. The colors had to feel soft and gender-neutral, neither leaning too feminine nor too masculine.
Matcha
Herbal Fog
Cloud
Cotton Candy
Vanilla
Wine
Breaking down the primary logo
There were a few key factors to consider before refreshing the primary logo:
1. monthly had been in business for about three years and had already built a loyal customer base.
2. The existing logo was printed on all the boxer briefs at the time of the project.
With this in mind, the primary logo needed to maintain a similar feel to the original logo to avoid confusing existing customers, while also appearing more elevated, timeless, and distinct.
Custom inktraps
Added in rounded inktraps to the corners of the letters to soften the overall look of the logo while making the typeface feel more friendly and welcoming
Subtle curves
Created subtle curves in the edges of the letterforms to add a sense of flow between the letters
Rounded corners
Slightly rounded out the corners of the logo to make the typeface feel more approachable
Bringing in a sense of play through a flowy logomark
The founder wanted the brand to strike a balance between serious and playful, and the logomark does just that!
The fluidity of the logomark subtly hints to the ebb and flow of bodies menstruating, without being too obvious or graphic. It also introduces a more playful element to the brand, breaking up the seriousness of the primary logo.
Additionally, the soft, pillowy shape of the logomark highlights monthly’s commitment to providing the comfiest period experience to their customers, making it a true reflection of the brand’s mission.
Meet the blood besties
We introduced a trio of character illustrations to monthly’s brand identity to lean into a playful, yet cool-girl aesthetic that would appeal to a Gen Z audience.
When designing these illustrations, I made sure that the style was not too “childish”, but instead felt less serious and more lighthearted, adding an approachable personality to the brand. The illustrations are drawn in an organic, doodle-style to achieve this look.The illustrations are also versatile, working in both black-and-white or colored-in styles.
As monthly continues to grow, the illustration set can also be expanded to keep the brand fresh.
Before jumping into the website design, we conducted user research
To better understand potential objections, I spoke directly with a few potential customers. While I initially assumed that price would be the biggest objection, I was surprised to learn that quality and comfort mattered far more especially when it came to menstrual products.
The real challenge we had to address wasn’t cost - it was unfamiliarity with period underwear. This raised a lot of practical questions such as:
• “How much blood can the underwear absorb?”
• “Is there odor?”
• “How do I care for my period underwear?”
To address these concerns, I designed a homepage focused on educating and reassuring customers.
We included a “features” section and a “how it works” section that answered these questions in a clear, approachable way without overwhelming visitors. We also built an extensive FAQ page to give detailed answers and eliminate doubt.
Custom sections built in Shopify
I built out custom sections in Shopify to create the layouts we imagined (pictured below).
To help the founder’s goal of bringing in a stronger sense of community onto the website, I designed a section that features video reviews from past customers and a TikTok feed to make the website feel more engaging and relatable.
Watch the website scrollthrough
View the live site
I can’t think of anything she could’ve done better—the process, communication, and her attention to detail were phenomenal!
Before working with Olivia, I was bit nervous because branding felt so subjective, and I was worried monthly’s vision might get lost in translation. I also wasn’t completely sure where I wanted the brand direction to go. But, Olivia made the process so much fun, helped me figure out exactly where the brand should head, and I am SO happy with how everything turned out. It’s amazing how she did customer research, optimized for conversions, and made decisions based not only on aesthetics but also functionality. I can’t think of anything she could’ve done better—the process, communication, and her attention to detail were phenomenal.
monthly now looks more professional, complete, and whole. The new branding and website beautifully tell our story and explain the functionality of period underwear, helping customers make better purchasing decisions. If you’re considering working with Olivia, DO IT. You won’t regret it. Olivia has great attention to detail, knows how to guide you in the right direction, and has an amazing eye for design. She’s super sweet and has the ability to take any idea or direction and turn it into reality, bringing brands to life while focusing on conversion, optimization, research, and experience.
-Aiko P, monthly
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