Period

About The Entry

Period is a cocoa powder with ingredients that are naturally high in iron, magnesium and potassium to help with fatigue reduction and healthy muscular function. Designed to relax and soothe women during menstruation.

Kraft Heinz came to Designit seeking to create new food brands with potential for mass market success, and to establish an innovation process to launch new products to market. Using cultural observations, academic research, quantitative data and social media analysis, we generated several ideas based on the opportunities identified, one of which was Period.

Amid a lack of research on menstruation and existing taboos around the topic, Period was an opportunity to create a natural recipe designed to not only address menstruation, but also acknowledge and celebrate it. We named it Period, to help normalise the use of the word.

The branding reflects the spirit of the product. Autumn brown for empathy, as well as the main ingredient, cocoa. And bright pistachio and purple to offer extra bursts of energy. The logo, ‘Period’ written in the form of a crescent, references the cycles of nature and the moon. All of which come together to denote the highs and lows of menstruation.