Design Lead
irie is a personal care brand aiming to be there for individuals in every phase of the menstrual cycle and provide solutions to common problems. As the design lead, I have been involved in product development, brand identity, and strategy since the brand’s inception.
Strategy Statement
To ensure that individuals do not feel restricted during their menstrual cycle and do not spend their daily lives in anxiety. We strive to instill a sense of sustainable living while helping our users spend less.
User Research
In our user experience analysis, we identified the menstrual phase as the most crucial pain point of the menstrual cycle. To improve this, we continued to conduct user experience research specifically tailored to the menstrual period. We advanced our research on both the emotional and physical changes experienced during menstruation and the menstrual products used.
Brand Archetype and Personality
The Explorer
As irie, we embrace adventure, exploration, and the pursuit of new experiences. Explorers are curious, and independent, and generally value freedom. These individuals care about sustainability.
Brand Guideline
Products
Menstrual Cups
It is offered in two different colors (Nude & Transparent) and two sizes (Small & Regular).
Made of 100% medical-grade silicone and can be reused for up to 10 years. Designed to provide comfort, hygiene, and freedom of movement, the irie Menstrual Cup features a leak-proof and easy-to-use design.
Microwave Sterilization Case
The irie Microwave Sterilization Cup, unlike the conventional method, provides a more convenient way to sterilize menstrual cups and discs.
Intimate Cleansing Gel
To enhance the feeling of cleanliness, there is irie Intimate Cleansing Gel, which is used to clean the menstrual cup after use; it's made with clean ingredients and is pH-friendly.
Water-Based Intimate Moisturizer
To assist with inserting the menstrual cup on days of genital dryness; there's irie Intimate Moisturizer, which is water-based and made with clean ingredients.
Menstrual Disc
The menstrual disc is made of medical-grade silicone and is a menstrual product that can be worn for up to 12 hours. With a lifespan of 10 years, the menstrual disc differs from menstrual cups in terms of insertion, usage, and capacity. Its high capacity, lack of need for vacuum, and ability to be used during sexual intercourse provide users with various advantages.
Experience Set
We approach the use of menstrual cups as a whole "experience." To address difficulties in usage, we have designed an experience set that would help improve the habit formation of a new user.
