Una Luna
Brief
A new feminine care brand has entered the Kyrgyzstan market from the creators of YOKO BABY diapers. Fabula Branding was tasked with creating a brand aimed at young girls — open, modern, and free from embarrassment around the female body and natural processes.
It was important to move away from the category’s typical medical and functional communication and offer a more emotional and aesthetic approach.
The brand needed to support the idea of embracing one’s own nature, speak the language of the younger generation, and foster a positive attitude toward natural cycles.
Objectives
- develop the brand name;
- create the visual identity and packaging design;
- build an emotional connection between the brand and a young audience;
- ensure visibility on shelves and in the digital environment.
Naming
Fabula Branding developed the name Una Luna — soft, rhythmic, and rich in meaning. After all, the moon is widely known as a symbol of cyclicality, natural harmony, and femininity. In addition, the image of the moon is intuitive and culturally close to the audience.
The word Una not only creates a strong connection with the second word, but also enhances the brand’s personal character. It speaks of uniqueness and addresses every girl individually — making the product feel personal, familiar, and created just for her.
The moon changes every day while still remaining itself. Its cycle lasts around 28 days — just like a woman’s natural cycle.
At the heart of the brand idea is natural rhythm. Fabula Branding used this image as a metaphor for accepting change and rejecting the division of days into “right” and “wrong.”
Una Luna is a brand about care, acceptance, aesthetics, and self-love. It supports a girl both on ordinary days and during days of cleansing and transformation.
Design
The brand’s visual system is built around a custom typographic logo. Fabula Branding developed deconstructed lettering with a geometric foundation and poster-like expressiveness. The letters appear to be assembled from separate modules and lines, creating the effect of a visual puzzle.
As a result, the logo looks like an art object and refers to the aesthetics of fashion brands, which is especially important for a young audience.
The disrupted integrity of the word draws attention and builds recognition. The black logo against bright backgrounds creates high contrast and turns the name into the main carrier of the packaging’s character.
The flower is an element that works as a soft metaphor for blossoming, naturalness, and femininity, enhancing the brand’s emotional character.
The color system became a key tool for differentiation within the category. Fabula Branding used bright, saturated shades that make the product stand out on the shelf and easily recognizable in the digital environment. Gradients and a central shape reminiscent of a flower add extra depth to the visual identity.
The packaging composition remains minimalist, which makes the design look modern and confident. As a result, the product is perceived as an aesthetic accessory — something there is no need to hide.
Fabula Branding created a modern brand that helps people speak about natural things openly, confidently, and beautifully.
Result
Una Luna became a striking new brand in the Kyrgyzstan market. The brand is actively developing on social media and marketplaces, building an emotional connection with a young audience and gradually taking its place in the category.
