ABOUT

Yoai – a visionary Chinese company established less than a year ago – has successfully created a market for tampons in China by changing perceptions of the poorly understood product.

Natalie Chung, Creative Director at Pearlfisher, said, “The logo - the Chinese character of womanhood contained within a circle and embossed in bold red - places the brand in a modern, chic space whilst retaining an element of cultural significance.

Victoria Li at Yoai said, “Pearlfisher’s brand identity is based on a modern interpretation of Chinese values, as opposed to something overtly westernised or protective of conservative tradition.

We are thrilled at the significant role this new brand will play in contributing to a feminine liberation in the region.”