Our first goal was revamping the image of the pill as something solely for contraception towards something offering a positive experience and incorporated the notion of smooth, flowing waves to suggest freeing women from the instability of menstruation and letting them feel more unfettered. The logotype was designed to capture the undulating form of the “S” in the smaluna brand name and liken it to a smooth wave while revolving around a looped “L” as a central motif. A gradient was used to suggest the transition from sunrise to sunset, conveying the physical and emotional transitions a woman undergoes over the course of a day. The branding was designed to suggest freeing women from the tension and constraints of menstruation and enabling them to restore a more stable cycle in line with their lifestyle.

The medicine pouches are made of a transparent material, to which several layers of film were applied to colourize them, ensuring that the contents are given a vibrant look. This design is intended to soften the perceived frustrations of menstruation and suggest a more uplifting experience with the pill that enables a woman to restore a positive cycle. The simple, neutral packaging design reduces consumers’ hesitation about storing the pill out in the open, while also helping to “camouflage” the pill inside. In addition, the choice to make one side of the package white was done to enable the user to select whether to show it facing forward or not.

The starter kit contains three formulations: a low dosage formulation, a medium dosage formulation, and a morning-after pill. The kit is accompanied by a First-Time Guide, in which we developed a message encouraging women to have the confidence to not only use the pill but select the right one for them. The branding was designed to suggest a handwritten letter, conveying smaluna’s personal commitment to working closely with women seeking to be truer to themselves, and is intended to be supportive and affirmative of their choices.