CHEEKS- an emergency underwear company for busy women with PMOS (formerly PCOS)
CHEEKS is a playful, empowering period-emergency brand designed for Australian women living with PMOS. The identity combines colourful, cheeky illustrations with a sophisticated, muted palette to create a brand that feels approachable, reassuring and confident.
A key visual element is the simple illustrations of undies drying on a clothesline in the backyard. By bringing a familiar, everyday image into the context of period emergencies, the identity helps normalise the experience and reduce stigma surrounding it. The playful illustrations transform what can be an uncomfortable or stressful moment into something more approachable, light-hearted and manageable.
To balance the playful illustrations, a muted and refined colour palette gives the identity a sense of maturity and sophistication. This contrast allows CHEEKS to feel feminine and friendly without becoming overly childish, while the illustrations add warmth, humour and personality.
Together, these elements create an identity that celebrates confidence, support and sisterhood. CHEEKS is designed by women for women to make them feel less alone in their PMOS journey as CHEEKS will always be there for them.
