Jingting He
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Mighty Moon / Branding

MIGHTY MOON

How can we turn the experience of menstruation from something we dread to something delights us?

 

MFA Products of Design

Fall 2017

Branding, Product Design

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Mighty Moon is a subscription-based tampon and comic delivery service for geek girls created by Manako Tamura, Kuan Xu, Teng Yu and Jingting He. It combats period shame among young girls, and encourage them to embrace menstruation from a young age. Mighty Moon’s tampons, carriers, and comics empower the users by turning their experience of menstruation from something they dread to something they look forward to, from something they hide to something they show, and from something that disgusts them to something that delights them. 

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Inspired by the Wonder Woman cosplayer from the Comic Con, we wonder if there's something powerful related to comics. By interviewing the geek girls (girls who love comics, manga, and anime) , we found out that equal gender rules are something amazed them when they are into the comic world.

 
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At the same time, we found out that 50% of the attendees at comic cons under 30 are females, which much more than most people thought. As geek girl culture is moving from a subculture to the mainstream, can we use it as a media to empower the menstruation experience?

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Knowing the products from the comic con booth, geek girls can order their subscription boxes from our website.  Every four weeks, Mighty Moon delivers a box containing a customized assortment of light-to-heavy flow tampons, a tampon carrier,  panty liners, and a new issue of the Mighty Moon comic.

For new users, they can get a free carrier with their first box, as an accessory on their bag to keep tampons and panty liners.

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The feminist ethos of the comic runs throughout the product experience of Mighty Moon. The unboxing experience for all its products—delivery box, tampon packaging, panty liner packaging—emulates a powerful "ripping gesture" that Mika uses when transforming into a superhero. The tampon carrier is shaped like the weapon that Mika uses to fight villains, and the conspicuousness of both the carrier and the box transforms the user's relationship with their periods from something they hide to one that they show.

Mighty Moon’s products are designed to  make the experience of using tampons delightful. The tampon wrappers’ triangular shapes open and sit nicely on any flat surface—making it easy for the users to keep them for throwing away used-applicators

 

 
 

The comic book features the adventures of the protagonist Mika—a high-school student who transforms herself into a superhero to combat villains who terrorize her city. The villains are personifications of patriarchal forces that women face daily: “Attack of Mansplainer,” “Bropriation of the City,” and “The Revenge of Manterrupter.”

Just as one would eagerly await the next issue of a comic book, users of this service will actually look forward to having their periods so that they can receive both a box of tampons along with Mighty Moon’s original monthly comic series.

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Usually, girls hide their menstruation products, in a cloth bag, under the sink, or in their pocket. It is disrespectful to show them directly on the table, or carry them to the bathroom. 

To solve this problem, we created the subscription box, with a shape that encourages users to display them on their table. The good-looking secondary packages also makes the display behavior easier. At the same time, we designed a transparent carrier as an accessory to attach on the bag, which encourages users to show their tampons.

 

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In a final, the engravings on the applicators turn viewing menstrual blood into a magical experience as the engraved areas absorb blood and reveal the brand pattern. The applicator overturns the perception of menstrual blood from something that is annoying, gross or even dirty, to something that the user is delighted to see and experience.

And in a brilliant twist, a select few of the applicators have an engraving of a heart instead of the pattern—randomly mixed in with the regular tampons—"which users receive only once in a blue moon." When the user receives the "heart" applicator, she is encouraged to post the picture of it with the hashtag, #luckymoon.

 

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