WUKA Period Underwear is a brand that focuses on promotion with a purpose.
The WUKA team has been in conversation with schools and charities and with some research, they found out through Women in Sport, that periods affect 80% of a woman’s exercise and that various things contribute to this such as worrying about leakages, cramps, and also generally not feeling up to it.
WUKA as a period-care brand, launched their Period Leggings in 2022. As their designer, I joined the marketing team to create a concept that could elevate the product without leaving all the functionality behind. From concept to final design of assets for digital pages on Shopify, social media posts and ads.
To bring an impactful campaign, we developed the concept "Power to your period", to break the taboos of exercising while bleeding. People who bleed know that if there's no discomfort or pain, avoiding going to the gym or any other exercise during their periods is mostly related to the fear of leaking. WUKA Period Leggings embrace the body and bring comfort enough to keep the yoga class, the pilates or running going. 

The use of bold and vibrant typography was the main resource used. We established the brand with a brand-new product by being loyal to WUKA's main colour palette, bringing back the aspects of their first campaigns: the Ruby colour, the black from the pants, more movement, and impactful poses during the photoshoot. 
Photoshoot planning and direction, graphic design, Illustrations and letterings, digital ads, email design, e-commerce photo selection, retouching and optimization.

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