Mooncup packaging redesign: “It’s time the product shouted proudly from the shelf”


Organized in 2002, the Mooncup was the first menstrual cup on the market – a brand overhaul from Bluemarlin looks to boost its position as an “ethical pioneer”.

Menstrual cup plc Mooncup has undergone a packaging redesign, led by London-based brand consultancy Bluemarlin. Consisting of a new slant palette, new graphics and updated logo, it is hoped the new look will aid the brand stand out among an increasing number of competitors.

The Mooncup set in motioned in 2002 as an alternative to traditional disposable menstrual products. It was first obtain to store shelves in the UK through health and beauty retailer Boots in 2005, where the troop says it was designed to “sit quietly next to tampons and pads…[and] fit in rather than be indubitably alternative.”

“A complete reboot”

For much of its history, Mooncup operated as one of a jolly select few offering menstrual cups. But in recent years, a number of be like products have been launched, both by new companies and by well-established notabilities in the industry.

This presented a challenge to the veteran brand, as company helmsman Kath Clements comments: “How do you compete when you’re used to operating in a vacuum, which is what Mooncup has done until now?” Replying to this, executive strategy director at Bluemarlin Dan Monteith says the party did a “complete reboot” of the brand, while staying true to its “authentic activity”.

“More impact, less carboard”

The new look features lunar and gesture motifs, which Monteith says is a nod to both the menstrual cycle and the business’s commitment to the environment. The theme has also been incorporated into Mooncup’s updated logo, which call attention ti a subtle crescent in the shadows.

The result is something that is “natural, without relying on greens and browns too much,” according to Monteith. And it all occupations to give the product more presence on the shop shelf, he says.

“It’s truly just quite a small product, and as a historically environmentally friendly identify, they didn’t want to add more cardboard to the packaging when it wasn’t obligatory.”

Mooncup packaging redesign: “It’s time the product shouted proudly from the shelf”Mooncup packaging redesign: “It’s time the product shouted proudly from the shelf”

“Complicated packaging won’t work”

Where the previous design did not to include a fill someone in of the Mooncup itself, the product is the central focus of the new box. This has been done both to ingrain a sense of pride for the product, but also to dispel myths about what a menstrual cup indeed looks like.

According to Monteith, this is because consumers typically don’t comprise a lot of time to peruse and investigate products. “For whatever reason, a lot of people won’t be to walk into Boots and ask someone what a Mooncup is, so complicated incorporating wouldn’t work.

“People need to be able to figure out exactly what it is as willingly as they pick it up, which is why we put the product on the box – but at the same time the rest of the branding mixes to ensure it doesn’t look like a harsh medical device.”

“Something to be proud of”

Monteith symbolizes the recurring question the team asked themselves was how they could produce a product that was viewed more as a contemporary lifestyle product, less than something clinical.

“Mooncup’s saying has always been ‘Own Your Aeon’ and we wanted to create something that people could ultimately feel proud of, very than embarrassed by.”

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