Mari
Brand Identity / Brand Strategy / Product Design
Reframing Femcare for Thai Women
Mari is a femcare brand that reimagines how feminine care is presented in Thailand—moving beyond stigma and discomfort toward a more empowering, aesthetic, and relatable experience. Inspired by the minimalist beauty of skincare branding, Mari positions femcare as a natural, confident part of daily self-care.
Designed with Thai women in mind, Mari blends user-centered design, cultural sensitivity, and sustainable materialsto offer discreet, modern products that fit into real lives, not hide away in shame.
Challenge
In Thailand, femcare is often treated as taboo, with many women feeling judged for using or discussing products like pads and birth control pills. Existing packaging feels clinical and outdated, leaving users disconnected from their own health needs.
Outcome
Mari introduces a new visual and emotional language for femcare—one that’s rooted in care, confidence, and cultural understanding. From an attachable pill case that doubles as an accessory to sustainably designed pad packaging, every detail is made to reduce stigma, inspire pride, and normalize femcare as part of a woman’s wellness routine.
Through approachable design, empowering communication, and sustainability, Mari transforms femcare into a source of confidence—not embarrassment. 🌸
Branding That Feels Like Skincare, Not Stigma
Mari’s visual identity embodies softness, empowerment, and cultural care. Just as skincare rituals are seen as natural acts of self-love, Mari reframes femcare in the same way. Something to be embraced, not hidden.
"M"
The name is inspired by the Thai word “แม่” (Mae, mother), and the letter “M,” which begins the word “mother” in many languages. Together, they evoke maternal care, comfort, and guidance. The final M-shaped logo, with its flowing curves and balanced symmetry, reflects both femininity and strength—capturing Mari’s mission to normalize femcare, empower women, and reframe reproductive health as an everyday act of self-care.
The Mari logo is inspired by the natural curves of the female reproductive system (womb), abstracted into a minimal M-shaped form. The flowing lines and gentle symmetry embody both femininity and strength, reflecting Mari’s mission to reframe feminine care with comfort, beauty, and empowerment.
Work Sans
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Sukhumvit
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Products
Mari introduces a new language for femcare—one rooted in confidence, cultural sensitivity, and care. Inspired by the clean aesthetics of skincare, the brand blends user-centered design and sustainability to create discreet, beautiful products that integrate seamlessly into daily life.
Birth Control Pill Key chain
An accessory-like pill case with an attachable design. Portable, protective, and discreet. It carries pills with pride and prevents them from being left behind.
Packaging
Mari pads come in minimalist, skincare-inspired packaging that normalizes femcare as part of daily self-care. Flower icons indicate three flow levels, while a side panel includes a period color guide to encourage health awareness. Made with sustainable materials, the design reflects softness, empowerment, and cultural care.
