Designing a cult brand around sanitary products
Anaita brainstorms a fictional cult brand for sanitary items named 'Monthly Issue', playing on a newspaper theme with flat easy-carry packaging, a press-club style launch event, and partnerships with an activewear brand and a bakery for themed drops. She also proposes newspaper-style street stands offering free period products.
The lessons
Give a boring product category a name with a clever double meaning to make it memorable and shareable.
Build a full theme (visuals, packaging, event, partnerships) around your brand concept, not just a logo.
Partner with adjacent lifestyle brands to expand reach and reinforce your brand's world.
Turn a functional product into a cult brand by leaning into an unexpected creative concept.
Transcript
let's create a cult brand out of a boring product today we're going with a sanitary items the first thing I do is always come up with a name it can't be literal it has to have a double meaning and it must be tongue and cheek so I've decided on the name monthly issue it obviously relates to the monthly cycle but it also refers to newspapers love the idea of playing with a newspaper vibe for the brand and the box could have really cute news related text like breaking news and welcome to the news cycle I would make the packaging completely different to what's currently in the market and I'd use these flat easy to carry boxes the launch event will be based around the press and newspapers and I'd host it at a newspaper H Q or a press club and this is how I would do the content for sending out the invitations the photography at the event would be just like this oh my god the partnerships would be elite I'd partner with an activewear brand like P E Nation to create period shorts ties in cycle shorts with the monthly cycle I'd also think outside of the box and partner with a brand like Lune Bakery and I would create a monthly pastry drops starting off strong with a raspberry croissant and finally the best thing that I would do is create old school newspaper stands on the streets where women can get free period care products I'm kind of obsessed with this brand already can someone please do it
