WUKA approached us as a leader in women’s health with a mission to normalise period care, champion confidence and empower the next generation. They wanted to move beyond category clichés, speak directly to tweens and teens and build a community-first approach.
Our brief was to help them reconnect with their roots, creating a brand identity that felt bold, human and ready to challenge norms, while staying grounded in care and connection.

At the heart of the strategy sat Force of Nature. More than a creative idea, it became the defining sentiment of the brand. It captured WUKA’s role as a force for change within the category, whilst transmitting the powerful feminine energy at the brand’s core. All of which setting the tone to reframe the experience of menstruation as a natural and empowering force, rather than an inconvenience.

We built the creative platform around this sentiment. The design system holds both softness and energy, organic and human with a sporty edge, reflecting WUKA’s instinct to lead with confidence while staying close to their community.

We positioned WUKA as a guiding force for teens and women, weaving this idea through every output. The goal was a brand that stands for transformation, empowerment and shared experience.

We also developed a tone of voice platform we called Big Sis, designed to bring out WUKA’s softer side, without slipping into patronising tropes of period-care yesteryear. It empowers while comforting, giving the brand a voice that speaks with care, builds trust and encourages confidence.

The new logotype carries strength through bold weighting, balanced by soft curves and a forward-leaning stance that signals progress. The Lunafly marque became a symbol of transformation and renewal, reflecting cycles of change and empowerment while tapping into Gen Z and Gen Alpha aesthetics. A dynamic pill system supports flexible messaging, allowing key information to move confidently across platforms with a distinct editorial feel.

WUKA now stands with a distinct identity and voice, energetic, human and community-led. A brand that helps a generation embrace their very own force of nature.