BLOODY
MARY
An underwear brand created to make education about a woman's cycle tangible
Bloody Mary is a women's underwear brand built around a simple but overlooked truth: your body changes throughout the month, and your underwear should too. The brand designs products for each of the four phases of the menstrual cycle (menstruation, follicular, ovulation, and luteal) each with its own hormonal profile, energy level, and physical needs.
As co-creator, I was responsible for the full brand identity: logo, colour palette, typography, and visual system. I also led the 360 campaign strategy, social media direction, and app design, building a brand voice that was bold, empathetic, and genuinely reflective of women's experiences.
My Role:
Co-Creator
Creative Direction
Branding
Social Media Design
Promotional Video Creation
Event Production Creatives
BRAND VISUAL IDENTITY
The Bloody Mary brand needed to feel bold and real, nothing soft or sanitised. The visual identity was built around five brand colours named after celestial bodies: Apollo (deep plum), Crescent (dark magenta), Selene (burgundy), April (blush pink), and Luna (acid yellow-green). Together they create a palette that feels unapologetic, feminine, and a little unpredictable.
The wordmark uses Blue Ocean typeface, dramatic, high-contrast, and immediately distinctive. It was paired with Verdana for subheadings, Avenir for body copy, and Whisper as a handwritten accent, giving the brand both presence and warmth across touchpoints.
THE PRODUCT
The range maps directly to the 28-day cycle, with a distinct style for each phase:
Menstruation (Days 1–5): Period panties. High-waisted, absorbent, functional. For when comfort and reliability matter most.
Follicular (Days 1–14): Funky/athletic style. Energy is up, confidence returns, the design reflects it with bold prints and active-leaning cuts.
Ovulation (Days 14–16): Sexy panties. Lace thongs and confident styles for the phase when desire peaks.
Luteal (Days 15–28): Comfort/sleepwear. Loose, soft, breathable boxer-style for the days when everything feels a little too much.
THE CAMPAIGN — THE CYCLE COCKTAIL
The 360 campaign concept: each phase of a woman's cycle is unique but interconnected, like the ingredients in a Bloody Mary cocktail.
Menstruation = Tomato juice.
Messy, irritable, fatigued, in pain.
Follicular = Vodka.
Wild, energy, positivity, confidence.
Ovulation = Hot sauce.
Spicy, desire, confidence, sexy.
Luteal = Lemon juice.
Sour, sleepy, emotional, anxious.
The campaign film follows four women, all named Mary, each representing a different phase, living through their night in real time. Follicular Mary is making cocktails for a night out. She finds Menstruation Mary on the couch in pain, Ovulation Mary kissing a stranger, and Luteal Mary in tears over three pieces of bread. She surveys the scene, sips her cocktail, and settles in for a night that wasn't what anyone planned. Unapologetically real.
Follicular Mary is making a cocktail for her friends before a night out starting with vodka.
Before adding the tomato juice, she hears Menstruation Mary groaning on the couch in pain and goes to check on her.
After adding the hot sauce, FM wants to tell Ovulation Mary about what is going on with LM, but she finds her friend making out with a random guy.
When she returns to her cocktail she adds lemon juice and finds Luteal Mary staring at 3 pieces of bread with tears in her eyes, knowing she will have to leave one piece on its own and she can relate.
She asks MM where this person came from, MM holds up her food delivery, indicating where OM found her lover.
FM takes a look around at her friends, realizing they’re probably not going out tonight. She sips her cocktail and prepares for a night in.
DIGITAL STRATEGY
The campaign hashtag #IWasNotMadetobeSubtle anchored Bloody Mary's social presence, inviting women to share their own unsubtle moments and building a community around the brand's core belief that women's experiences deserve to be seen, not managed.
Social media direction: Bold · Humorous · Real · Empowering
PRINT/DIGITAL ADS
The Print/Digital Advertisements we created use the slogan "Shake Things Up" and feature unconventional bodies modeling the underwear, emphasising the brand values of celebrating all bodies and encouraging confidence in the audience.
