GAIA
GAIA
Problem
The brief was to take a song lyric and turn it into a brand, so I drew inspiration from an 80s rap lyric featuring "wake and bake." Exploring how women were represented in rap at the time, I created Gaia, a bold and empowering brand that reclaims the term through natural, CBD-infused menstrual relief, honoring feminine strength and the earth goddess.
Solution
I developed a brand identity that feels powerful, unapologetic, and rooted in nature:
Brand Name & Concept: Gaia, inspired by the Greek goddess of the Earth, reflects themes of healing, natural balance, and feminine energy perfectly aligned with the brand’s mission.
Visual Identity: A distinctive gradient is used across all touchpoints to represent the soothing relief Gaia provides, moving from discomfort to calm.
Typography: The bold typeface conveys confidence and realness, representing the diversity and strength of women’s bodies. It replaces the traditional “delicate” fonts often used in this space, making a clear, empowering statement.
Colour: Vibrant colours and expressive design elements position Gaia as a modern, stigma-breaking brand in the wellness space.
The Packaging
Using inclusive language in menstrual product branding ensures that all individuals who menstruate, including transgender men and non-binary people, feel seen and respected
