Luna

Collaborative studio project completed during a semester-long course in Fall 2024, focused on developing a cohesive packaging and brand identity for over-the-counter birth control.

Project Type:
Brand Identity, Package Design

Date:
Fall 2024

  • A team industrial and communication designers came together to rethink the daily contraceptive experience. In a collaborative studio during Fall 2024, Kye Longbrake, Wilton Ong, Cesca Campisano, and I developed a new over-the-counter contraceptive brand that promotes confidence, clarity, and choice in reproductive health.

    We identified a significant opportunity to transform how contraceptives are perceived and accessed by shifting the conversation toward openness, education, and empowerment. With a shared focus on reducing stigma and improving accessibility, we developed a brand mission that supports individuals seeking solutions for menstrual regulation and reproductive wellness.

    Throughout the semester, we conducted research, explored form and packaging structures, and developed a cohesive visual identity. Our process included prototyping the physical product form and designing graphic applications that connect packaging to the broader brand values.

    This project demonstrates how thoughtful design can reshape stigmatized industries, creating inclusive solutions that empower users and contribute to a more supportive future for reproductive health.

Problem Statement:

The current daily contraceptive market is limited, difficult to access, and often unwelcoming, deterring individuals from seeking solutions for unplanned pregnancies, irregular periods, or menstrual pain.

How might we create a daily contraceptive brand that is easy to access, informative, and approachable, empowering individuals to make informed choices about their reproductive health?

Brand Development:

Luna draws inspiration from the natural rhythm of the lunar cycle, a 29-day pattern historically associated with the menstrual cycle across many cultures. By referencing the moon’s phases, Luna creates a symbolic connection to the cyclical nature of reproductive health, reinforcing a sense of balance and continuity. Our goal is to emphasize approachability, empowerment, education, convenience, and trust.



Design Opportunities:

1. Create a welcoming, confident product that speaks to consumers with approachability.
2. Break down stigmas with a supportive voice to promote empowerment and wellness.
3. Present clear and educational content to Ensure instructions are easy to understand.
4. Design a user-friendly blister pack to make the product easy to incorporate into a daily routine.

The intention behind Luna’s wordmark was to blend warmth and sophistication in a way that feels both personal and elevated. Set in The Seasons typeface, a high-contrast serif typeface inspired by calligraphic humanist scripts. The overall tone is soft yet confident, reflecting a brand that is welcoming, empowering, and grounded in care.

The italicized u in Luna is a thoughtful design detail, placing emphasis on the individual. It serves as a quiet but powerful nod to personal agency and the importance of informed decision-making in reproductive health. By subtly highlighting the “you” within the name, Luna reinforces its commitment to supporting autonomy, choice, and daily confidence.

The Seasons
Regular

Gravita HUM
Regular

The Seasons, a high-contrast serif inspired by calligraphic humanist scripts, brings an elegant, approachable tone to the brand, echoing the natural rhythm and care central to reproductive health.

Gravita HUM offers a clean, modern sans-serif structure ideal for educational content to ensure instructions and key information are accessible, legible, and easy to understand.

Pale Green

Deep Orange

Orange

Pale Yellow

Black

Form Development:

In developing Luna’s packaging, we explored both internal and external forms to create a calm, approachable user experience. Inspired by sleek, minimal packaging, we prioritized rounded curves, simplified components, and eco-friendly materials.

A manufacturable box design that guides the user through an intuitive unboxing experience. A curved tab signals where to begin, while a lift-off mechanism reveals the blister pack inside. The structured backing supports easy resealing.

Eco-friendly paper blister pack with perforations for easy pill removal. A discreet magnetic flap protects and conceals the pills, combining sustainability with user-focused design.