Yuper was born with the idea of "menstruation without taboo" as its embryonic concept, believing that women deserve much more, especially when it comes to their health. Seeking to transform the way society deals with menstruation, the brand promotes reeducation and freedom of speech on the subject. In a context in which females have learned to feel shame and even disrespect their bodies, the project directly contributes to promoting the revision of concepts and habits around the menstrual period and delivering informative content about the female universe. The company sells products such as cups and menstrual discs that collect menstrual flow in a way that is much healthier for the body and, through consistent communication and clear positioning, Yuper encourages women to take their leading role in the relationship with themselves, being the central motivation of their choices for a lighter life around menstruation. The conception of the branding work starts with the positioning strategy, unfolding in name, tone of voice, visual identity, and extending in touchpoints that verbally and visually materialize the purpose of the brand.