Brand Guidelines
Period Shop Brand Guidelines
Visual brand identity for periodshop.com.au
Brand Essence
Mission
Empower menstruating people and those with pelvic health needs through sustainable, inclusive and body-positive products.
Values
Inclusivity • Sustainability • Wellness • Education • Empowerment • Body Positivity
Personality
Caring, knowledgeable, approachable, trustworthy, modern, health-focused and gender-inclusive.
Brand Tone & Voice
Tone
Friendly, approachable, and warm — like talking to a knowledgeable friend.
Honest, transparent, and non-judgmental.
Modern, fresh, and relatable — not clinical or outdated.
Voice
Educational & Supportive
"Every body is different, and finding the right menstrual product is a personal journey. We're here to support you with information and options."Provide clear, practical advice with explanations that are accessible, not medical-jargon-heavy.
Inclusive & Welcoming
"Whether you're new to menstrual cups and discs or exploring pelvic floor wellness, our community welcomes everyone on their health journey."Celebrate diversity in bodies, identities and experiences.
Empowering & Positive
"Take control of your menstrual health with sustainable products designed for your comfort and confidence."Encourage autonomy and confidence in menstrual health choices. Highlight the benefits of sustainable and reusable products.
Color Palette
Logo Usage
Primary Logo
Clean, modern design combining lotus petals with a heart symbol representing wellness, care and support.
Logo Specifications
Minimum Size
Digital: 80px width minimum
Print: 1 inch (25mm) width minimum
Clear Space
Maintain clear space equal to the height of the letter "P" on all sides
Preferred Backgrounds
Warm white or warm cream
Light teal for contrast
Avoid busy patterns behind logo
Typography
Font: Catamaran
Use for: Headlines, headers, subheaders and important quotes
Font: Assistant
Use for: Body text, product descriptions, navigation, buttons
Usage Guidelines
Website Applications
- Header backgrounds in warm cream
- Product cards with white backgrounds
- Call-to-action buttons in deep teal
- Educational content with dusty rose accents
- Testimonials with soft pink highlights
Packaging Design
- Primary logo on warm cream backgrounds
- Dot pattern for tissue paper or pouch packaging
- Product information in Assistant font
- Accent colours for different product lines
- Sustainable messaging in dusty rose
Marketing Materials
- Educational infographics in brand colours
- Email newsletters with consistent typography
- Blog headers using Catamaran
- Product photography with neutral backgrounds
Colour Combinations
- Deep Teal + Warm Cream (high contrast)
- Soft Teal + Soft Pink (gentle pairing)
- Dusty Rose + Light Teal (natural harmony)
- All colours work on warm white backgrounds
- Use 60-30-10 rule for colour distribution
