Project Overview

Femitale is more than just a clothing brand; it's a movement dedicated to enhancing women's well-being throughout every cycle of their lives. With a mission rooted in comfort, sustainability, and community, Femitale creates high-quality organic scarves and loungewear designed to provide warmth during menstruation. They also make a significant impact by donating 1% of their profits to women's shelters in Austria, supporting education for women in need.

The Design Journey

Step 1: Establishing the Brand Identity

To capture Femitale’s essence, we started by defining their mission, vision, and brand voice. We wanted the brand to resonate deeply with women, promoting a sense of comfort, empowerment, and sisterhood.

Mission: Helping women feel their best, every cycle of their life.

Vision: A world where every woman experiences comfort and support, feeling beautiful from within.

Brand Voice: Warm, supportive, empowering, and inclusive.

Step 2: Crafting the Brand Design

Next, we translated the brand’s identity into a cohesive visual language. This involved creating a logo, selecting a color scheme, pairing typography, setting imagery guidelines, and developing illustrations.

• Logo Creation: The logo needed to reflect warmth and support, so we opted for a soft, flowing design that evokes a sense of care and comfort.

• Color Scheme: We chose a palette of soothing tones to represent the organic nature of the materials and the calming effect of the products.

• Typography Pairing: For typography, we selected a combination of elegant and readable fonts to ensure clarity and approachability in all brand communications.

• Imagery Guidelines: Imagery focused on real women, emphasizing authenticity and connection.

• Illustrations: Custom illustrations were designed to add a playful and personal touch, reinforcing the brand’s commitment to warmth and care.

Step 3: Designing the Website

The website needed to be as welcoming and comforting as the products themselves. We aimed for an intuitive and visually appealing design that would guide users through the brand story, product offerings, and community initiatives.

• Homepage: A welcoming entry point with an overview of Femitale’s mission, featured products, and links to key sections.

• Product Pages: Detailed pages for each product, highlighting the benefits, materials, and usage tips.

• Community Section: A dedicated space for the Femitale community, including stories from customers.