Bloody Mary

BLOODY
MARY

An underwear brand created to make education about a woman's cycle tangible

Master's in Fashion Creative Direction from Istituto Europeo di Design Barcelona Thesis Project. Tasked with creating a sustainable fashion brand and defending why it should exist in the current fashion market, our brand Bloody Mary is an underwear brand with products categorized according to the four phases of a woman's menstruation.

These products and the brand are designed for the female gaze, to provide products that comfort women while discouraging the secrecy and shame that surrounds a natural human process.

My Role:
Co-Creator
Creative Direction

Branding
Social Media Design
Promotional Video Creation
Event Production Creatives

RESEARCH

Through qualitative and quantitative research we learned about the desires of our consumers:

Sustainability is a Big Deal

More people are looking for eco-friendly period products like menstrual cups, reusable pads, and period-proof underwear. Brands like Modibodi and OrganiCup are stepping up to meet this demand, helping reduce waste and make periods more sustainable.

Personalized Products for Every Lifestyle

From menstrual cups designed for athletes to period-proof swimwear, companies are creating products that fit different lifestyles. This shift is making period care more inclusive and convenient for everyone.

Safer, Healthier Choices Matter

More people are ditching traditional products in favor of organic and hypoallergenic options. Chemical-free tampons and pads are becoming more popular as consumers prioritize health and safety.

Period Poverty is a Real Issue

Many teens in the U.S. struggle to afford period products, which can impact their education and well-being. There’s growing support for making menstrual products free or more affordable in schools and workplaces.

Ending the Stigma Around Periods

Talking openly about menstruation helps break outdated taboos and empowers people to understand their bodies. Normalizing these conversations also leads to better education, inclusivity, and access to essential products.

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.

BRAND VISUAL IDENTITY

The visual identity for the Bloody Mary project is carefully crafted to resonate with its mission of making education about a woman's menstrual cycle tangible.

A carefully selected color palette with gradients ties our brand's visual aesthetic to its theme. These elements reflect the different phases of the cycle, providing a cohesive yet dynamic visual language.

We chose to use circular elements throughout the branding because we feel it connects to women powerfully. In large, the circular element quite simply reflects the cyclical aspect of the menstruation phases. In addition, we see many components of womanhood being circular.