Efty Brand Identity Development

Efty is a brand of organic menstrual pads created by women, for women — hypoallergenic, ultra-thin, super absorbent, and free from harmful substances. Developed and tested over two years, Efty is designed specifically for sensitive skin and made with 100% certified organic cotton to protect the natural balance of the female microbiome.

To build a brand from the ground up that could confidently speak about menstrual care in a way that feels bold, kind, honest, and grounded in both science and symbolism. The goal: to balance strength and gentleness, and destigmatize conversations around women’s health.

We designed the visual identity, packaging, logo, website, and communication strategy — all inspired by the brand’s name and its mission. The name "Efty" appears across different cultures as both a masculine and feminine name, meaning luck, joy, and blessing — qualities we wanted to embed into every touchpoint of the brand.

We used white yarrow (Achillea millefolium) as a key symbolic reference. Known as “Achilles’ herb,” it was used to stop bleeding in ancient Greece — a powerful metaphor for both protection and healing. At the same time, it’s one of the most traditionally "female" herbs, recommended for a wide range of gynecological needs.

The logotype is crafted entirely from ovals and droplets, forming a decorative, distinctly feminine typography — soft, structured, and meaningful. The pad box is clean and white on the outside, with a bold red interior — a metaphor for the meeting point between vulnerability and strength. This visual duality is at the core of the brand's identity.

Efty positions itself as a new voice in menstrual care — one that carries courage, care, and clarity in equal measure. Every visual and verbal element of the brand is designed to uplift, empower, and support women — not just as consumers, but as people.