Summer 2025 - SHORTLISTED

Soohyun Park

Mellowee is a conceptual menstrual care subscription brand designed to make an essential product feel personal, soft, and natural. At the heart of the project is customization: customers can set their own delivery cycle to match their menstrual rhythm and build a package that reflects their needs. Depending on flow, length, or personal preference, users can choose different sizes and quantities of pads, creating a subscription that feels both practical and uniquely their own. The brand name combines Mellow—symbolizing softness and calm—with Wee, where We represents togetherness and the added e stands for the consumer. This reflects Mellowee’s vision of a brand built alongside its users, positioning menstrual care as a natural, supportive part of daily life. The brand’s core values are Customization, Softness, and Sustainability. These are expressed not only through the service but also the design. Products are framed as natural, everyday essentials, and packaging highlights both emotional warmth and environmental awareness. Visual identity reinforces this philosophy through pastel tones of baby pink, deep green, pastel yellow, and magenta pink. Watercolor-inspired textures convey fluidity and softness, while rounded, cloud-like typography adds a friendly and approachable touch. The packaging system emphasizes ease and delight, making the unboxing moment feel special rather than routine. With the tagline “Everyday & Feel Special,” Mellowee challenges the idea that menstrual care must be clinical or impersonal. Instead, it reimagines it as a personalized, thoughtful experience that values comfort, inclusivity, and emotional well-being.