In August 2020, the terms “pads” and “period poverty” trended on Chinese social media site Weibo. Upon clicking on these hashtags, I discovered that there are many people were cannot afford disposal hygiene products. Some of the comments also surprised me because some online users ridiculed those who were discussing period poverty, and many of the hecklers were also women. This reminded me of a conversation I had with my roommate during freshman year. She mentioned this issue saying, “The government needs to include women’s hygiene products in Medicare or include it in social benefits for the poor— like food stamps.” Overall, this problem begs the question, how can we normalize conversations about feminine care, and in this case, how can we use graphic design to facilitate these conversations?

During my study at PNCA, I took Marketing & Branding course with Monica. I worked on a brand identity project on maternal products, and have since continued to focus on the female market. As I began to understand the role of graphic and brand design in the process and as a woman, I believe that highlighting these issues concerning the female body through graphic design can bring about a significant impact on society and help improve women’s health and quality of life.

When I started investigating this topic, I found very little information about the relationship between graphic design and feminine care products. This prompted me to pursue this topic further. My hope is that the project resonates among women, and brings attention to women’s issues. I hope that society can provide more options for women in the future.

I did a brand design of a period concept pop-up store focus on teenagers. The store curates a collation of goods and books from hundreds of different brands and independent makers for people who want to support the community. I conduct a design analysis (booklet) that includes general information on menstrual cycles, reviews on different types of hygiene products and brands available in the market, and also other resources that teenagers may access to know more about periods and feminine care. I also designed some merch including sticker pack, calendar poster, calendar cards, and subscription boxes by using different printing techniques including digital printing, riso printing, and screenprinting.

The product and deliverables I am working function in contemporary visual culture such that aims to evoke conversations about important issues and taboos through design. By designing striking designs that draw people’s attention and appeal to their standards of visual aesthetics, I hope to not only introduce the brand but specifically draw teenagers who have specific tastes and interests. I hope that over time, we would live in a society where a brand that sells feminine care products become recognizable enough that it prompts the normalization of discussions about period.

Through this project, I hope to encourage discourse about periods to help teenagers, especially girls, feel more confident about this aspect of their physiological identity. I hope that Auntie’s Shop will help build a community that supports women and promotes feminine care.