Moonday Pouch
2019
Moonday Pouch is a collaborative initiative I led at THE GOBO with Happy Moonday, a leading Korean organic menstrual brand, aimed at changing societal perceptions of menstruation and addressing the discomforts associated with it. I managed content strategy, storytelling, creative direction, design, and production.
Through our research, we discovered that many women, including ourselves, often feel compelled to hide their menstrual products when carrying or using them. We believe this behavior is socially ingrained, so we set out to create a menstrual pouch that addresses both the emotional and physical discomforts of menstruation. Therefore, we proposed a menstrual pouch made from plant-based leather.
Design
We designed the pouch to resemble a wallet that you would naturally carry with you everywhere, while also including a function to eliminate discomfort when carrying it. Plant-based Material has strong properties which are 99.9% antibacterial since it is made from the mulberry tree using hanji, a traditional Korean paper, technique.
Marketing and Content Strategy
We launched this project via crowdfunding to leverage its unique ability to showcase a rich variety of multimedia and diverse content in an engaging and detailed way. This innovative approach not only allowed us to present our product dynamically but also aligned perfectly with our strategy of having customers invest in the product before production, thereby championing the brand’s success. As a result, we successfully raised $11,000 in just two weeks and connected with over 400 enthusiastic consumers. We also took full advantage of the crowdfunding page's strength in providing detailed storytelling. By using various forms of multimedia, including photos, short videos, and longer videos, we effectively highlighted the material's key benefits—lightweight, waterproof, and antimicrobial properties. I spearheaded the creative direction, assembling and leading a team for video and photo production, as well as editing all content.