Anyone who gets periods can understand that sometimes, even this miracle of nature can feel like something of a cruel joke. Aches, fatigue, sweat, and gnawing pain on top of enough blood to make a heavy metal singer a little queasy? At a certain point, you almost have to laugh.

While the menstrual care industry has undergone a welcome makeover over the past decade or so, there can still be a vibe of hand-holding (or wringing) around the concept here and there. Why not lean into the tension and maybe even have a little fun with it?

That was exactly the goal the studio Nice People had in mind with their cheeky branding for the fledgling menstrual care brand Typical Day.